A Copenhagen festival built on energy, identity and culture. From 2021 to 2025, AiaSound grew into one of Denmark’s largest urban festivals - welcoming 12,500 daily guests at Tiøren, Copenhagen.
More than a three-day event, AiaSound was built as a brand. A universe. A feeling that extended beyond the stage.
Rooted in music, youth culture and bold ambition, the festival became a defining summer moment for a new generation.
Building a Recognizable Brand
AiaSound was never just a festival. It was a platform.
The ambition from day one was clear:
To create a recognizable brand with a strong, cohesive visual identity - across every touchpoint.
This involved a full 360° creative direction, including:
• Visual identity & brand system
• Website design & digital universe
• Graphic assets & festival artwork
• Email design & communication flow
• Content production
• Marketing strategy & campaign planning
Every element - from stage visuals to social feeds - was designed to feel consistent, confident and culturally relevant.
The goal wasn’t decoration. It was distinction. To build a brand people recognized instantly - and wanted to be part of.
Before the first stage was built. Before the first artist went on. Before the gates ever opened. AiaSound didn’t exist.
We had to launch more than a festival. We had to launch a feeling.
We Surround You became the foundation - a brand film created to introduce a festival that hadn’t yet taken place. The challenge was clear: build identity, energy and anticipation around something people had never experienced.
The film was built around two core truths:
Community. Experience. Because that is what a festival ultimately is.
We Surround You positioned AiaSound as more than an event - but as a shared space where music, culture and connection meet.
Dream it
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Dream it 〰️
Beyond the brand platform, we developed artist-driven content to amplify key moments around the festival.
This included announcement films - such as the reveal of Faustix - designed to build anticipation and shape narrative around each booking. In addition, we produced high-energy aftermovies for artists like Cheff Records and Burna Boy, capturing both performance and crowd from a brand perspective.
Not just documentation. But momentum.
Before the first stage was built. Before the first artist went on. Before the gates ever opened. AiaSound didn’t exist.
We had to launch more than a festival. We had to launch a feeling.
We Surround You became the foundation - a brand film created to introduce a festival that hadn’t yet taken place. The challenge was clear: build identity, energy and anticipation around something people had never experienced.
The film was built around two core truths:
Community. Experience. Because that is what a festival ultimately is.
We Surround You positioned AiaSound as more than an event - but as a shared space where music, culture and connection meet.
The artist announcement visuals evolved each year alongside the festival.
Festival Content Production
During the festival, content production was built around one clear ambition: translate the brand into imagery.
A carefully selected team of photographers was assembled to ensure consistency in vision and visual tone. The focus was on energy, strong colors and summer atmosphere - capturing concerts as they felt in the moment, and as you remember them after. Images that didn’t just document the event. But made you wish you were there.
Across the years, aftermovies became a core part of extending the festival beyond the weekend.
Each film was crafted to capture more than performances - focusing on atmosphere, movement and the collective energy that defines AiaSound. Fast-paced yet intentional, they turned fleeting moments into lasting memory.
Not just recap videos but emotional time capsules.
Short-form content played a key role in keeping the brand close to its audience. From artist shoutouts and backstage greetings to iPhone-shot POV moments from the crowd, the focus was authenticity and immediacy. Some reels were polished. Others intentionally raw.
All designed to feel present in the moment and close to the culture.
