Malmö Stads Sommarkonserter Posters

Role: Concept Strategy, Illustration and Design, Creative Direction

I've long admired Malmö Stad's summer concert series, it's one of the things I look forward to most about the season here. But I kept coming back to the idea that the city's press collateral wasn't matching the energy of the event itself, and that a different creative approach could make people on the street actually stop and notice the announcement rather than walk past it. So I set out to design two distinct directions as a self-initiated exploration of what that could look like.

The first leans into Malmö's identity as a city of creatives, with funky, illustrative flowers designed to catch a passerby's eye and invite a second look rather than blend into the usual municipal signage. The second takes a more futuristic approach, aimed at reaching Malmö's growing Gen Z population and nodding to the city's expanding tech scene, positioning the concert series as something current and forward-looking rather than purely traditional.

Two different strategic bets on the same brief: one rooted in local creative identity, the other in generational relevance and the city's tech future, each built to solve the same problem, getting a passerby to actually stop, in a different way.

Designed in Adobe Illustrator, Photoshop, and InDesign.