Designing Air and Lightness: Hup.Studio's Vision for Aero Festival Branding

Designed by Hup.Studio

Hup.Studio partnered with **Aero**, an open-air music festival celebrating electronic music, visual arts, and contemporary culture, to develop a compelling and cohesive brand identity. From initial concept to final execution, the studio crafted a festival experience that encapsulates the essence of air and lightness.  

Inspired by air-filled elements, Hup.Studio created dynamic and playful 3D animations that became a cornerstone of the festival's visual language. The comprehensive identity design encompassed every aspect, from naming and layouts to inflatable objects and motion graphics, seamlessly merging modern editorial design aesthetics with vibrant and engaging visuals.  

The brand's primary color, light blue, was chosen to represent the sky, complemented by a palette of green, translucent, and earthy tones that reflect the festival’s outdoor setting. The logo features a thin-stroked oval, embodying lightness and balloon-like qualities, paired with a distinctive typeface that ensures both functionality and strong brand recognition.  

To embody the festival’s youthful and energetic vibe, the photographic style captures moments of dance, fun, and the open-air atmosphere. Custom 3D assets, including balloons, inflatables, and bubble wrap, were meticulously designed to evoke air-filled textures and integrated seamlessly into animations for the website and social media platforms.  

With this imaginative and immersive approach, Hup.Studio transformed Aero into a vibrant celebration of music, design, and the outdoors, turning the festival space into a dynamic playground for attendees to enjoy and explore.

Hup.Studio is a Milan-based design and motion studio with a global perspective. Specializing in art direction, CGI, motion graphics, branding, visuals, experimental processes, and digital video installations, the studio crafts innovative and striking visual experiences.

Their work blends minimalist, impactful aesthetics with poetic and evocative motion, creating a distinct creative signature. Hup.Studio was founded by visionary creative directors Romina Giarrizzo and Marco Salemi.

Designing Air and Lightness: Hup.Studio's Vision for Aero Festival Branding

Hup.Studio partnered with **Aero**, an open-air music festival celebrating electronic music, visual arts, and contemporary culture, to develop a compelling and cohesive brand identity. From initial concept to final execution, the studio crafted a festival experience that encapsulates the essence of air and lightness. 

Inspired by air-filled elements, Hup.Studio created dynamic and playful 3D animations that became a cornerstone of the festival's visual language. The comprehensive identity design encompassed every aspect, from naming and layouts to inflatable objects and motion graphics, seamlessly merging modern editorial design aesthetics with vibrant and engaging visuals. 

The brand's primary color, light blue, was chosen to represent the sky, complemented by a palette of green, translucent, and earthy tones that reflect the festival’s outdoor setting. The logo features a thin-stroked oval, embodying lightness and balloon-like qualities, paired with a distinctive typeface that ensures both functionality and strong brand recognition. 

To embody the festival’s youthful and energetic vibe, the photographic style captures moments of dance, fun, and the open-air atmosphere. Custom 3D assets, including balloons, inflatables, and bubble wrap, were meticulously designed to evoke air-filled textures and integrated seamlessly into animations for the website and social media platforms. 

With this imaginative and immersive approach, Hup.Studio transformed Aero into a vibrant celebration of music, design, and the outdoors, turning the festival space into a dynamic playground for attendees to enjoy and explore.

Hup.Studio is a Milan-based design and motion studio with a global perspective. Specializing in art direction, CGI, motion graphics, branding, visuals, experimental processes, and digital video installations, the studio crafts innovative and striking visual experiences.

Their work blends minimalist, impactful aesthetics with poetic and evocative motion, creating a distinct creative signature. Hup.Studio was founded by visionary creative directors Romina Giarrizzo and Marco Salemi.