Client
Veloconcert
Role
Strategy
Concept
Production
Category
3D Illustration/Animation
Graphic Design
Motion Graphics
This project explores the development of a cross-media visual communication strategy and brand identity for Veloconcert, an innovative product and company led by Jonas Skielboe that merges sustainable mobility with contemporary art and culture. Veloconcert is a zero-emission bicycle designed by Jakob Illera that transforms into a foldable performance stage, enabling spontaneous cultural events in public space without reliance on conventional infrastructure.
At the core of the project is the idea of mobility as a cultural catalyst. The Veloconcert stage functions not merely as a technical object, but as a platform for artistic expression - bringing music, performance, and visual art directly into urban and rural environments. By eliminating emissions and minimizing logistical requirements, the product redefines how and where cultural events can take place, aswell as how the artist interact with their audience.
Unfold
The communication strategy was developed across multiple media, with a strong emphasis on the artistic dimension of the project. The visual system is designed to function in print, digital platforms, motion, spatial applications, and event-based communication. Rather than focusing on conventional product marketing, the strategy positions Veloconcert as an enabler of art and culture, placing creative expression at the forefront.
The existing logo incorporated the recognizable silhouette of the stage constructive part.
Key Insight: The unfolding flower as a visual narrative and a communicative tool signaling transformation, evolution, cultural activation.
The central visual metaphor developed for the brand is the unfolding flower. Inspired by the physical transformation of the bicycle into a stage, the unfolding process becomes a symbolic act: a moment where art emerges in public space. This metaphor was translated into a flexible visual system that adapts across regions, reflecting Veloconcert’s international deployment while maintaining a cohesive identity.
Each “flower” unfolds differently depending on cultural and geographic context, allowing the visual language to respond to local artistic scenes while remaining rooted in a shared global concept.
Motion and transformation play a key role in the visual language, mirroring the mechanical unfolding of the stage and reinforcing the concept of emergence, growth and harmony with nature.
The veloconcert operators in their respective cities have individually designed velostage “skins” and bespoke visual identity that is mirrored throughout their entire gig “grab bag” setup:
Veloconcert is building up an international presence in many cities acrosse the globe, each city having a veloconcert artist representative native to the city.
In each of those cities, events are organized and are designed in the same format - as colourful stage panels unfolding as flower into abstract compositions. These are some of the examples.
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Mood photography for the events powered by veloconcert stages:
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