Client: ING
Project: Parookaville
Year: 2023-2025
Services: Art Direction, Design, Concept, Activations
Parookaville Music Festival
Parookaville is one of Germany’s biggest music festivals — a temporary city built for pure joy, lights, and beats. ING’s presence at the festival needed to go beyond standard sponsorship and become part of the experience. The task was to create a full visual and activation ecosystem that blended ING’s identity with the electric energy of Parookaville.
LIGHTS, MUSIC, ACTION
The festival’s energy was captured in a high-tempo video that brought the ING experience to life with the color, movement, and crowd energy all in motion. The film tells the story of a brand not just attending a festival, but becoming part of it.
The festival’s energy was captured in a high-tempo video that brought the ING experience to life with the color, movement, and crowd energy all in motion. The film tells the story of a brand not just attending a festival, but becoming part of it.
POSTERIZED
The posters were designed to stay true to ING’s current CI while stepping a little outside the box, bringing in new elements that spoke directly to a festival-going crowd. Bright, playful, and impossible to miss, the designs stretched across general areas, VIP zones, and branded activations, creating a consistent yet dynamic visual thread throughout the festival grounds.
The posters were designed to stay true to ING’s current CI while stepping a little outside the box, bringing in new elements that spoke directly to a festival-going crowd. Bright, playful, and impossible to miss, the designs stretched across general areas, VIP zones, and branded activations, creating a consistent yet dynamic visual thread throughout the festival grounds.
COURT CULTURE
At the heart of the festival stood the ING Basketball Court, a rec space that turned into a mini arena for events and hangouts. Surrounding designs transformed the area into a bold, energetic hub, merging sport, sound, and summer vibes into one cohesive experience.
At the heart of the festival stood the ING Basketball Court, a rec space that turned into a mini arena for events and hangouts. Surrounding designs transformed the area into a bold, energetic hub, merging sport, sound, and summer vibes into one cohesive experience.
CASH ME IF YOU CAN
The “Cash Catch” became one of the weekend’s standout moments, a whirlwind booth where festival-goers stepped in to snatch flying bills mid-air. Every element, from the design of the space to the custom bills themselves, was created to feel fun, spontaneous, and share-worthy. The result: laughter, chaos, some viral moments, and a few lucky winners.
THE WORK IN THE WILD
Scenes from Parookaville in motion. The design system carried through every activation, from games to live sets, creating a consistent yet refreshed brand experience across the festival.
Scenes from Parookaville in motion. The design system carried through every activation, from games to live sets, creating a consistent yet refreshed brand experience across the festival.
