The Society is Waiting
El Dorado Festival
El Dorado is a UK music festival that’s been running since 2016, hosting artists from Earth, Wind & Fire to Groove Armada to Boney M.
We partnered with them to refresh their brand identity and communications platform, taking the festival beyond its lineup and unearthing the magical world that lies within El Dorado.
Introducing the concept of the “Secret Society,” we created a world where, for one weekend a year, El Dorado opened its doors to new members, giving civilians the chance to explore the eight worlds of the festival and become fully immersed members of their Secret Society. The identity draws inspiration from the histories and traditions of secret societies, creating a sense of mystery and intrigue that invites exploration and curiosity while embodying the essence of exclusivity and hidden knowledge.
The logo is crafted to give the impression of having existed for countless centuries, concealing the origins of the Secret Society in mystery. The visual design takes cues from astrological charts, constructing a grid system that serves as a canvas for content and creates a rich tapestry of the Secret Society. This is complemented by a varied colour palette and a set of illustrative symbols representing the journey through the ten lands of El Dorado, with each stage and experience marked by a unique symbol.
Additionally, we created a film and image treatment that delves into a mystical world, providing an abstract, sensory experience. This treatment bridges the gap between the familiar physical experience of a nature-immersed festival and the extraordinary, capturing moments where reality and the extraordinary blur.
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Due to the challenging circumstances of rising operational costs since the COVID-19 pandemic, coupled with a lack of governmental support for this sector, we are heartbroken that El Dorado closed it's gates for the summer of 2024. However, we are committed to the future of El Dorado and are already looking forward to supporting the festival’s reopening in 2025. We remain dedicated to enhancing the visual world of El Dorado, continuing to innovate and expand on the unique and immersive experiences that make the festival so special. We believe in the enduring magic of El Dorado and are excited to bring it back stronger and more enchanting than ever.
Thank you
A special thank you to Sophie Lake for her 3D wizardry, crafting the emblem into stone. We also extend our gratitude to Caius, our AI friend, for his voiceover narrating the tale of El Dorado.
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