I was entrusted with developing the logo, artist onboarding presentations, branding guidelines, flyer content, teaser, and launch video for the Metaverse Music Festival, Decentraland’s biggest event to date. The lineup included artists like Björk, Ozzy Osbourne, Motörhead, Vladimir Cauchemar, and Dillon Francis, among others.
The event was co-organized by six independent brands, each running their own stage within the festival’s digital grounds. To ensure graphic consistency and brand recognition across all touchpoints (including sponsors, stages, and individual artists), we delivered a set of strict branding guidelines and templates. Each stage was given a unique icon system and color palette, coordinated with the in-app experience to help users navigate the festival with ease.
Last but not least, this project is especially close to my heart, because I can now say that Björk saw my work and said she liked it before joining the festival lineup. She was Decentraland’s dream headliner, so securing her was a key objective for the client.
To promote the lineup of the four-day event, featuring over 60 artists, we developed video flyers to boost traction on social media. These flyers hinted at the story and theme of the festival, built around the core concept: Follow the Rabbit — foreshadowing a digital, Alice-in-Wonderland-inspired experience.
Each flyer delved deeper into the festival’s lore, revealing custom wearables, unique experiences, and, finally, the White Rabbit: the character who would guide players through egg hunts to collect festival memorabilia.
The launch video showcased Decentraland Avatars, following the trail of light and sound left by the White Rabbit, running trought in app spaces, and foreshadowing the final experience.