LAKE: Ohrid Music & Arts Festival
A concept launch campaign for a first-edition music festival on the shores of Lake Ohrid. No audience, no history, and eight weeks to sell five thousand tickets, so the campaign had to compete on feeling, not on scale.
- Role
- Strategy, identity, copy, design
- Scope
- Identity, social, OOH, print, email, web
- Big idea
- “Where the lake keeps the rhythm.”
- Output
- 20+ pieces from one system
Key visual
Sound waves become lake ripples.
The master poster and the line-up poster share one grid, one device and one voice.
The challenge
Zero followers. Eight weeks. Five thousand tickets.
LAKE is a fictional first-edition festival competing for the same summer weekends as Europe's biggest events. It can't win on line-up size or production budget.
So the brief became: don't compete on scale, compete on feeling. Sell the lake, the old town and the sunsets as part of the line-up.
Where the lake keeps the rhythm.
The idea
Everything ripples.
One graphic device does all the work: concentric circles that are both a sound wave and a ripple on still water. They become the logo, the photo frames, the patterns and the motion.
Condensed headlines bring poster energy; a soft italic serif adds the poetry; a monospace handles dates and tickets. Deep lake blue and sunset coral do the rest.
Color
Blue hour on the lake
Typography
Poster energy, lakeside poetry
FOUR DAYS. ONE LAKE.
Aa Bb Cc Dd Ee Ff Gg 0123456789
Where the lake keeps the rhythm.
Aa Bb Cc Dd Ee Ff Gg 0123456789
17–20 JULY · LAKE OHRID
Aa Bb Cc Dd Ee Ff Gg 0123456789
Social
Teaser, reveal, tickets.
ARE LIVEEarly bird from €89lakefestival.mk →
THE LAKE
STARTS PLAYING⏰ Remind me
IS ALMOST
GONE80% sold↑ Get your pass
A three-post launch sequence and three stories: a countdown, a poll and the early-bird push.
Out of home
Music sounds different by the water.
Music sounds different
by the water.
Skopje → Ohrid2h 30min
The best four days of your summer: 17–20 July.LAKEBillboards say one thing. On the road from Skopje, they say how close the lake is.
Print & merch
Things people keep.
RUSH.LAKE · Ohrid
Ticket, wristband and tote: the campaign leaves the screen and goes home with the audience.
Email & web
Where the ripple becomes a ticket.
Four days. One lake. No rush.
This July, the shores of Lake Ohrid become a stage: music under the stars, sunrise sessions by the water and open-air cinema in the old town.
Get your pass →- Line-up Nova Shore, The Quiet Hours, Mira Vell + 20 more
- Sunrise sessions every morning, on the beach
- Open-air cinema in the old-town amphitheatre
See you by the water.
The on-sale email and the landing page, where the hero literally ripples.
Reflection
One idea, scaled without losing its voice.
This is a concept project. There are no real sales numbers, so I won't invent any. What it demonstrates is the system: a single idea strong enough to carry a wristband and a six-metre billboard with the same calm confidence.
If LAKE were real, the next steps would be A/B testing the teaser formats, a creator programme in Skopje and Sofia, and retargeting the landing-page visitors who reached the ticket tiers.
