TAC! Festival

The festival that makes people meet architecture. The new brand identity and naming was done by The Woork.

TAC! is born with the ambition of being an event that manages to awaken the interest of the general public in contemporary urban architecture and to do it from the proximity, honesty and relevance. That is why it is a festival, rather than a convention or exhibition, and why it is itinerant, to bring architecture closer to the people and not the other way around.

From this premise is also born its name, simple, direct and impacting, inspired by the effect it intends to achieve in people. An exclamatory onomatopoeia that suggests something big that appears before us, already finished, fitting into its surroundings, and that makes us turn our heads to look. Closeness, immediacy and curiosity in just three letters.

To give this new brand a visual universe of its own, The Woork explored architecture beyond buildings, interpreting the construction of spaces in its most essential sense. The studio defined a dynamic resource that shapes structures delimiting the space and defining which elements are outside and which are inside.

A visual identity capable of adapting to all types of formats, content and proposals, integrating an institutional dimension with a contemporary cultural event.