viva! art action is an international performance art festival based in Montréal. Dedicated to experimental and action-based practices, the festival brings together artists and audiences through public interventions, live performances, and collaborative exchange. This hypothetical rebrand aims to reflect viva!’s spirit of artistic experimentation, accessibility, and going against the norm.
Inital concept for logo animation.Initially, I explored an hourglass symbol to emphasize the fleeting, present-focused nature of performance art. As the project developed, I shifted toward a typography-driven identity. The fragmented, piecewise construction of the typeface better reflects VIVA! Art Action’s action-based performances, which unfold through distinct moments, gestures, and interventions.
The modular letterforms suggest movement, disruption, and assembly, echoing the festival’s role in bringing together diverse artists and audiences to create experiences that exist only in the present. Stage screens animations for an artists pre-performance.