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. We aimed to design a brand that would stand out in the 2011 glocal image of dance festivals through artistic iconography, minimalistic graphics and provocative colors.