Smeerboel

The Dutch techno and house festival Smeerboel makes Utrecht go wild every September, together with a wide range of artists, a crazy fringe program, and dazzling party atmosphere. It attracts around 20.000 visitors, aged between twenty and forty. In English, Smeerboel directly translates to smearing mess.The organization asked Lava for a rebrand that allows for variation in each edition.

The designers worked on an identity which would embrace the playfulness of both the event and the audience. The research resulted in a brightly colored design system where the behavior of smeren (smearing) takes center stage.To achieve a truly living identity where even the client themselves can drive the creation of various expressions across multiple outlets Lava introduced the Smeer Tool: a custom-made online tool simulating brush strokes. The festival team can adjust its parameters, such as thickness and speed, and transform them into expressions for both static and moving elements. From posters to digital campaigns to festival decorations: the possibilities are endless. But all undeniably Smeerboel.Also, the festivalgoers could engage in smearing by realizing a Smeer Tool-Instagram filter. With finger movements, they can personally spread out the design as they like.