Ural Music Night is Russia’s big event that takes place in the Ural. 1 night, 2000 musicians, 50 music genres — and only one identity, suitable for any stages from the Opera theatre to a fancy bar.

The festival’s transforming identity changes its character depending on the musical genre. Is based on an image of a street ad poster — where different posters overlap each other, artists, events and genres hurry to change one another.

Every ad poster seems to be assembled from pieces of different posters, and paper contours remind us of the silhouettes of the Ural Mountains. The idea gave birth to beautifully designed brand products — mugs, T-shirts, ad materials.