Motion Design como ferramenta de branding para festivais de Hard Techno

Abstract

In recent years, motion design has established itself as an essential tool in branding and advertising, widely used to create dynamic and engaging visual experiences. However, its application in music events—particularly in the context of hard techno parties—remains an area that is still underexplored academically. Electronic music, due to its immersive and energetic nature, presents significant potential for the integration of visual elements that enhance the audience’s experience through audiovisual means.

The visual identity of an event is not limited to static graphic design; it can expand into moving visual compositions synchronized with the music, creating a unique and sensorial atmosphere. Currently, many events rely on generic projections or the widespread use of VJing without a well-defined visual identity. This raises the question of how motion design can be used to create more immersive experiences that are closely connected to the sonic identity of hard techno—a genre characterized by fast-paced beats, industrial textures, and deep frequencies.

In this context, the aim of this study is to investigate the use of motion design as a sensorial and immersive element in hard techno parties, exploring its synchronization with music and the creation of a visual universe that reflects the rhythmic and emotional aspects of the genre. The approach includes both a theoretical foundation and an experimental and practical process, involving the development of a dynamic visual identity.