Visual identity for Zagreb tourist board - ZagreBal

For the Zagreb Tourist Board, we developed the name and visual identity for ZagreBal, a dance event that has established itself as a signature program over the last three editions of Advent in Zagreb.

We developed the creative concept in collaboration with Studio 2Dizajnera. The visual theme draws inspiration from the tradition of Old Zagreb dances, once exclusive, elite social gatherings held in the salons and halls of the Upper Town. The identity’s core concept is "opening up." ZagreBal reinterprets this dance tradition, moving it from private, closed circles into the public sphere onto the streets and squares making dance accessible to everyone. This approach blurs the boundaries between audience and performer, past and present, and intimacy and the urban environment.

The visual system pairs bold, stable typography, which evokes Zagreb’s historical continuity, with golden bells as the primary graphic element. The bells create a clear link to the overarching Advent in Zagreb brand, while their shimmering reflections infuse the visual language with movement, rhythm, and festivity. Lighting effects cultivate a warm, seasonal atmosphere, acting as a visual invitation for gathering, community, and participation.

Ultimately, ZagreBal positions itself as a modern urban ritual, an event that revitalizes the Upper Town, connects locals with visitors, and transforms tradition into a living, open experience.

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