NH7 Weekender 2017

NH7 Weekender is an annual, multi-city music festival in India, with an annual attendance across the editions of over 100,000. The festival is noted for its divergent artistic lineup and hosts a large number of established and emerging local artists alongside major international acts. — Wikipedia

In 2017, the festival travelled to two major destinations, Meghalaya and Pune. Abridged editions took place nine other cities; Jaipur, Bangalore, Puducherry, Indore, Kochi, Goa, Mysore, Hyderabad, and Kolkata. The brand communication was designed by Locopopo in Mumbai:

This year’s inspiration for the visual language was derived from stencil art. As a concept, stencils connect alternative music, art and culture together in a unique way. We extended the stencil concept by developing festival illustrations, spray effect, kaleidoscopic patterns and typography to form a cohesive visual language for the festivals offline and online communication design.

It stands to debate how “alternative” an event series of this scale can be, being sponsored by global spirits and technology companies. It’s true that stencil letterforms may lend an improvised note to a visual identity, though, even when the project is meticulously planned and amply funded. The font in use is Heimat Stencil by Atlas Font Foundry. Kudos to Locopopo for using it as real stencils for announcing additions to the lineup.