Pitch Festival is a two-day electronic music festival held in the Westerpark in Amsterdam. It was launched in 2011 by MOJO. We were asked to develop the brand and provide MOJO with the means to market the event. We took our inspiration for the visual identity from international folk cultures: Africa in 2011 with our color combination red and green and Asia in 2012 with our color combination yellow and purple. We aimed to design a brand that would stand out in the 2011 glocal image of dance festivals: artistic iconography, minimalistic graphics and provocative colors.