Viva Braslav is the major music festival in Belarus. It's a space where many brands compete for attention through festival zones, experiences and visual visibility. In this environment, conventional branded structures are easy to overlook: they often share a similar construction, rely on a logo and use brand colour as their main point of difference As a long-term festival partner, Alfa Bank needed to renew its presence for the fifth year rather than repeat a familiar branded-zone formula. The bank aimed to create an experience that reflected its modern, bold and energetic character — not simply a place carrying its logo.
Problem
Present Alfa Bank at Viva Braslav for the fifth time in a new and unusual form, differentiate the brand from other festival partners and create a memorable experience for visitors. The creative and branding challenge was to unite Viva Braslav, Alfa Bank and Visa in one visual system. This had to be expressed through the logo, the colour palette and the merchandise, combining the signature colours and identities of all three brands without losing the character of any of them. In its fifth year at Viva Braslav, Alfa Bank saw that many brands were moving toward electronic or pop music. Their zones often looked alike in both construction and atmosphere, with the logo and brand colour serving as the main differentiators. To be remembered, Alfa Bank needed to create a separate cultural territory with its own musical language, visual character and emotional energy. The festival also provided an opportunity to turn the partnership between three brands into a visible creative system.
Solution
Alfa Bank and Visa created a dedicated Viva Braslav zone under the concept of The Hot Quarter. The team moved away from the dominant electronic and pop-music codes and built a Latin-inspired environment with a bright and daring identity. The branding was developed as a unified system for three brands: A joint logo combining the identities of Viva Braslav, Alfa Bank and Visa. A colour palette that brought together the signature colours of all three brands. A coherent visual language applied throughout the festival zone and its communication materials. A merchandise collection inspired by dance, Latin aesthetics and a tropical atmosphere. Visual and spatial solutions that made the zone recognizable from a distance and memorable inside the festival. The merchandise extended the idea beyond the festival grounds. It was designed as a wearable expression of the project’s attitude: bright, bold and active. The collection supported the message that the audience should not remain on the sidelines, but participate and experience every movement. The result was a brand territory rather than a conventional sponsor area: visitors could identify it through its concept, visual language, colour combination and atmosphere, not only through a logo.
Results
A single visual identity was created for Viva Braslav, Alfa Bank and Visa. The joint logo and colour palette made the partnership visible. The Latin-inspired zone stood apart from standard electronic and pop-music brand spaces. The merchandise extended the festival experience beyond the event. The zone became recognizable to visitors through its concept and visual character. The activation generated organic brand mentions in visitors’ Stories.
