Fresh Island is a hip hop festival set on the Island of Pag in Croatia. The goal was to show their vibe and make it stand out. We rebuilt their identity based on three key insights that make this festival special: Destination. Atmosphere. Culture. After defining visual and verbal standards, we designed their website which is the central point of their business. Main idea was to stop selling tickets and start selling the experience. To present Fresh Island festival as a “hip hop paradise” with clean design and a fresh tone of voice which will resonate with hip hop fans across the globe. The result was stunning. First time in seven years, the Festival was sold out.