DUPA
DUPA reimagines CubaDupa, turning it into a personal expression of emotion for each participant.
RESEARCH
For the DUPA rebrand, research focused on maintaining the recognizability of the CubaDupa festival while evolving its identity into something more personal and expressive. We conducted surveys and interviews with past attendees to understand their emotional connection to the festival, ensuring the rebrand would resonate with existing audiences while attracting new participants. The insights gathered helped shape DUPA as a concept that invites everyone to unleash their individuality and connect with the festival in a more meaningful way.
DESIGN
DUPA’s design system combines bold visuals with community-driven creativity. A standout feature is a line art animation, where random CubaDupa attendees were given frames to draw on. When combined, these frames formed a unique animation, reflecting the festival’s theme of personal expression. This approach, blending static and dynamic elements, ensures the brand feels both engaging and inclusive. Find full animation here: https://player.vimeo.com/video/569778659?h=6e3b644396%22%20width=%22640%22%20height=%22360%22%20frameborder=%220%22
Storytelling
Storytelling is central to the DUPA experience. The festival’s rebrand focuses on personal expression, encouraging participants to “Unleash your inner Dupa.” Through digital platforms, promotional content, and interactive installations at the festival, each attendee’s experience becomes a part of the broader narrative. The stories people create during the festival and take with them afterward are what give DUPA its unique character, transforming the festival into a living expression of creativity and emotion.
Iteration
The iterative process for DUPA was deeply influenced by public involvement. From the early stages, feedback from festival-goers played a crucial role in shaping the rebrand. The public's input, especially through their participation in the line art animation, directly impacted the final design. Each iteration was refined based on community engagement, ensuring the new identity stayed true to the spirit of CubaDupa while encouraging personal expression. This collaborative approach made the rebrand not just a reflection of the festival, but a creation of the community itself.
Final product
The final rebrand of DUPA is a festival that maintains the spirit of CubaDupa while evolving into a celebration of personal expression. Attendees are encouraged to fully immerse themselves, taking the theme “Unleash your inner Dupa” beyond the festival grounds. The cohesive design, messaging, and interactive elements create an environment where every person’s experience is unique, making DUPA a festival that lives on through the stories and emotions shared by its participants.
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