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Playgroundz Festival


Team: Playgroundz Festival
Designer: James Li, Dali Zhang 

Year: 2021

Category: Branding Identity, Motion

Project Overview

Our goal is to help PLAYGROUNDZ become a music festival that deeply connects with nature and inspires the urge to dance.

"No labels or definitions, no sense of detachment, just a pure music environment where the human perceptual world is completely opened. The experience at PLAYGROUNDZ is a once-in-a-lifetime event, pure in nature without strong commercial purposes, allowing you to immerse yourself in the purest spirit of freedom for two days."

---MixMag

Playgroundz is an electronic music festival focused on outdoor environments. It was first held in 2019 at Chongqing Wulong Xiannüshan National Forest Park. With magnificent sunset viewpoints and a large dome-shaped bonfire structure, Playgroundz creates a music experience that blends nature and culture for the participants.

In this project, Goodstuff was involved in brand concept development, brand positioning, and extending the brand's visual design. Based on the existing logo, we redesigned PLAYGROUNDZ's brand system, drawing inspiration from the shape of the letter "G," elements of dance and flames, merging the primal impulse to dance with the brand's DNA.