In their own words
From the outset, we envisioned pushing for an identity that would be experiential and strongly driven by movement.
The real challenge wasn’t just adding dimension, but creating a sense that you could actually enter and move through the content.
Given its unique quality and use of immersive technologies, people have been very positive to get to learn a bit more on how we came up with this.
With its rounded serifs, this typeface has soft and gentle shapes that give a warm tone to Tropic Gallery.
This font balances the communications with a rigorous look.
We simulated a kid’s computer drawing style (made in programmes such as Paint) to connect directly with the target audience.
To bring a fresh and unexpected turn to the visual language, we included a fluorescent lime in the colour palette.
It allowed us to think of the identity in a very digital manner, allowing the use of gradients and the motion implied in the very nature of the kid’s construction games.
To maintain the changing nature of the festival, the identity had to be solid yet flexible enough to retain a certain uniqueness in each edition.
The combination of the festivity that characterises this festival, with the rigorous knowledge you can acquire there, is the answer to the visual identity.
Articles & interviews6
- SMLXL puts windblown dogs on Midnight Cosmetics bottle
SMLXL, a Barcelona and New York-based studio, designed playful packaging for a collaboration between Midnight Cosmetics and pet brand HotDog. The project merges Midnight’s minimalist aesthetic with HotDog’s exuberant energy through gouache-painted illustrations of dogs in motion. The result is a vibrant, tactile design that communicates the product’s softness and joy while showcasing SMLXL’s conceptual approach to design.
- The identity for Spatial festival feels aptly three-dimensional
SMLXL and motion designer Gerard Mallandrich collaborated on the identity for Spatial Festival 2025, an immersive sound event at Berlin’s Funkhaus. The project integrates motion and spatial depth as core design principles, resulting in a kinetic, three-dimensional brand system. Using 3D scans, cinematic techniques, and a clean typographic approach, the identity reflects the festival’s experimental and interactive nature.
- Pràctica’s identity for Tropic Gallery balances childlike playfulness with organic sincerity