The main concepts behind the brand's personality were defined through
workshops with the entire team. The outcome can be summarised into 4 main aspects:
_ Freilich is dynamic through its creative community;
_ Freilich is welcoming through its intimate art events;
_ Freilich is passionate and reliable;
_ Freilich is light and fresh.
The challenge of the Freilich's visual identity is to be recognisable and consistent with the brand's personality, at the same time that it embraces and shows all the different styles of the community artists' work.
The first asset to solve this challenge is the logo, which is a window to everything that is behind the brand. The logo's shape, inspired by the stencil frames, is strong and recognisable, at the same time that it can be looked through to the work of the artists and creative providers, as well as the community life.