The challenge

Caribbean Gems was a classical merengue concert hosted on the 167th anniversary of the Dominican Republic’s independence to raise funds to help supported the people of Haiti. As the venue and guest lists were being organised the concert needed a campaign identity to be created to help promote the evening. 

Our approach

Our briefing session with the client led to new discoveries about merengue, how it evolved and its prevalence in the 1940’s and 50’s. We decided to tap into the visual themes of that time while adding a sense of vibrancy and energy that the music elicits. 

Our solution

We created a campaign identity to bring the heyday of Dominican Merengue to the present. Our work leveraged classic print and design styles in a symmetrical composition and combined them with an upbeat colour palette that reflected the modern context of the concert. 

The result

The campaign established a distinct presence and presented a vibrant and cohesive visual language across all collateral that brought the energy and emotion of the music to the audience in advance.