TMW launched its new website with the design of the upcoming festival edition. The author of the new visual identity is Estonian creative agency AKU and the website of the biggest Nordic city festival is created by Estonian design studio Velvet and start-up company Festivality. TMW 2018 is presented by Telia Estonia.
Telia has been a partner of TMW since 2013. Together, Telia and TMW have held the festival’s favorite artists voting as well as several youth-oriented campaigns and strived towards sustainable development goals. After five years of cooperation, joint activities will be upgraded to a new level.
“Telia and TMW have long collaborative history based on common values,“ comments Katrin Isotamm, Head of Communications at Telia Estonia. “TMW is a springboard of fresh ideas and tomorrow’s music with a comprehensive, forward-looking and responsible approach. It resonates well with Telia’s mission, therefore taking the position as the festival’s presenter is a natural next step for us.”
The task of the TMW’s new design was to visualise the main topics of the next edition of the festival: tenth anniversary, sustainable development in all its facets, from inclusive communities to promotion of equal rights, a new beginning, ideas for the future and a shift.
Design agency AKU whose most notable projects include the visual identities of Parliament of Estonia, Estonian Pavilion at EXPO 2015, City of Tallinn, and banking app Pocopay, has created TMW’s visual identity several times. Their concepts for the previous editions of the festival have featured migratory birds and rare tropical plants as figurative comments on importing and exporting brave new sounds and ideas.
The visual identity of the festival’s jubilee edition is based on the concept of change, a shift to a new era. The key element of the bold and lively design is the letter X – symbolizing not just the celebratory Roman numeral 10, but the festival on crossroads, the nexus between its different endeavours, its experimental yet cohesive nature.
According to the creative director of AKU, Alari Orav, TMW is constantly changing and triggering considerable shifts in society: “Visually, this idea of constant change is expressed through the optical distortion created by the physical lens. The X-shaped glass tubing marks the festival’s 10th anniversary, the crossroad of ideas, and the freedom of choice.”
Another central element of the design is a custom typeface, created by the young typographer Aimur Takk. The typeface combines a variety of stylistic elements and carries a bold and friendly feel.
„We have dreamed of creating a custom typeface for a project – now it happened. This is our birthday present to TMW,” comments Alari Orav.
The new visual identity uses three colours – primary blue and red with jovial gold accentuating the festive jubilee feel.
The new website of TMW was created by design office Velvet in partnership with the start-up company Festivality that specializes on developing innovative festival and event platforms. The main aim has been to design a practical assistant for festival guests as well as conference visitors and artists by enabling easy navigation between different festival layers, artist profiles and web shop. The TMW web implements the brave jubilee visual and colour combinations created by AKU while aiming for a balance between festive emotion and practical ease of navigation by combining the best practice of user experience with the unique visual identity.
TMW 2018 programme will be launched on the website during January and February together with My Festival Schedule tool.
The core of the TMW jubilee festival taking place from 2nd to 8th April 2018 will be music festival with near 250 artists from different genres from all over the world and an entrepreneurial conference focusing on the impact of creativity that includes cross-sector discussions on future skills, design thinking, future cities, gender equality and sustainable development next to music industry topics.
The TMW city festival offers free city stage concerts, public discussions TMW Talks, a selection of the nicest eateries as TMW Tastes, a specially curated arts programme, Design Market and various activities in the public space.
TMW 2018 is presented by Telia. TMW 2018 partners are the Estonian Ministry of Culture, Estonian Enterprise and Nordic Hotel Forum.
TMW 2018 Festival Pass is available for €60 in TMW web store until 10 February (from 11th February €70). The joint Conference + Festival Pass for €175 (from 1st January €250) is also available in the web store.
Festival Pass grants access to all concerts and includes special offers to other festival parts.
Conference + Festival Pass gives access to the music festival, TMW conference and delegates’ bars as well as to the database of registered participants.
TMW 2018 Single Tickets as well as a limited number of TMW 2018 Priority Passes for €150 will be on sale from January in the web store.
The Priority Pass grants priority access to all TMW music festival events, including the opening concert and to the delegates’ bars as well as personalised programme recommendations.
All TMW 2018 passes offer discounts in the TMW Tastes participating restaurants and special offers of other festival parts. Clients of Telia receive additional benefits*.
*From January 2018 clients of Telia can by up to 2 TMW Priority Passes with a special discount code, up to 2 festival passes and up to 2 joint passes of the conference and festival. Telia clients can also buy discounted single tickets. The 20% discount applies for pre-bought tickets.
TMW 2018 visual identity