A kinetic identity for a music event that dances to the beat: velvele unveils its brand for Cray

Based in Türkiye, Cray is a dynamic electronic music brand that creates transformative experiences through curated events. At its core, the brand celebrates the fusion of global trends with underground culture, emphasising freedom, connection, and the vibrant pulse of the electronic music scene. “We wanted to capture the raw energy, freedom, and connection that Cray embodies,” says Çağıl Aygen, Creative Director of velvele, who took charge of creating the event’s brand identity. “Staying current with global design movements is something we deeply care about, so we made sure to blend contemporary trends with the spirit of the underground scene.” The team created a series of dynamic, surreal portraits to capture the transformative power of music, and warped them with a smearing effect to “add a layer of unpredictability, reflecting how music creates spontaneous, unforgettable connections.” The colours themselves were picked to evoke energy and excitement, standing out in both digital and physical environments while striking a balance between contemporary trends and an underground edge.