Designs

Originality and creativity of the idea

The Riga Summer of Courage and Joy 2023 campaign, rooted in values of cultural education, place attraction, and community identity, distinguishes twelve neighborhoods of Riga through a visual design system. Each neighborhood boasts a unique pattern comprising three symbols, reflecting a global trend of celebrating local history while blending the local and global seamlessly. What sets this campaign apart is its originality and creativity in combining local and global elements, with the stories behind each symbol integrated into both educational communication campaigns and cultural program content such as thematic excursions and neighborhood festivals, enriching the overall cultural experience for participants.

Definition of the problem and the relevance of the applied solutions

The Summer of Courage and Joy in Riga comprised approximately 200 events across 12 different neighborhoods, all united under the slogan "Courage and Joy are born where we meet." The primary challenge was to develop a design system that not only conveyed a unified visual identity but also avoided getting lost in the overall visual landscape while simultaneously accentuating the distinctive characteristics of each neighborhood. Conceptually, we opted for a visual identity that reflected the cultural and historical symbols unique to each venue, integrating them into a cohesive visual language that resonated with the collective spirit of the event.

Co-creation, stakeholder involvement and cooperation during the realisation process

In crafting the creative concept for the program, Art Bureau, in collaboration with specialists from the Riga City Council's Neighbourhood Residents' Centre, sought to identify the distinctive symbols for each neighborhood. Recognizing the importance of local insight, it became evident that residents' perspectives were essential in this process. Therefore, the symbols were selected in partnership with neighborhood associations, serving as direct conduits to Riga's residents. The outcome is a unique system of signs that not only showcases the cultural history of each neighborhood but also allows their individuality to shine through an educational communication campaign. For instance, Čiekurkalni's iconic water tower, designed by the esteemed architect Vilhelm Bokslaff in 1912 and located at 21 Gaujas Street, has become a hallmark of the area.

Functionality and technological solutions

The visual language of the Riga Summer of Courage and Joy is anchored in a flexible visual system designed to provide a versatile toolkit adaptable to diverse media formats and sizes, while effectively conveying messages within the context of local neighborhoods. Central to this system is a modular grid principle that adjusts according to the functionality of materials. By manipulating the size of individual elements within the grid, dynamic proportions among elements are achieved, lending a distinct and dynamic appearance to each material type. In terms of content, the grid accommodates a wide array of modular symbols and ornaments inspired by the history of the neighborhood and Latvian ornamentation, facilitating the construction of both contemporary and traditional narratives.

Aesthetics and other experiential dimensions

The visual language of the Riga Summer of Courage and Joy draws inspiration from the rich tradition of historical Latvian ornaments. Latvian writing, serving as both a mythological motif and a symbol of cultural identity, has long intertwined with its decorative essence. This tradition has been upheld in recent times by various practitioners of functional and decorative art, including artists such as Jūlijs Madernieks, Jānis Krievs, Voldemārs Krastiņš, Rihards Zariņš, and others. In our endeavor, these elements' forms are infused with new symbols and narratives, avoiding mere imitation of the past in favor of forging a fresh visual language that resonates with our generation.

Economic significance, sustainability and circularity

The project has established a distinctive identity for 12 neighborhoods in Riga, serving as potential landmarks for the future, akin to various national symbols. This visual identity is adaptable, expandable, and can evolve to encompass all neighborhoods of Riga. The Riga Summer of Courage and Joy identity has been showcased to approximately 300,000 visitors at in-person events and has reached an even broader audience of around 1,000,000 through local and international communication channels such as digital advertising and social media.

Social relevance, inclusion, availability and accessibility

The communication campaign was meticulously crafted to engage residents of the neighborhoods in its development, in collaboration with the AIC (Association of International Cooperation). Criteria were established to prioritize legibility, visibility, and enhanced visual impact, while also incorporating references to the cultural and historical symbols of Riga's neighborhoods. Special attention was dedicated to ensuring accessibility for individuals not active on social networks. Thus, the campaign extended beyond digital platforms to reach people in public spaces, including apartment building elevators, supermarkets, public transportation, and other communal areas.

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