URB Tradeshow
BRANDING / IDENTITY
URB Trade Show (now known as URB Music Tour) was a groundbreaking event in Brazil, being the first to unite key players from the skate, streetwear, and sneaker industries. With over 60 national and international brands, including heavyweights like Diamond Supply Co., Levi’s, Lacoste, and newcomers such as Vida Libre and Storvo, the event was an immediate success in its first edition, generating significant sales and audience engagement.
As lead designer at DABBA, I had the unique opportunity to shape the brand’s identity across its first two editions. For the inaugural edition, I created a camouflage-inspired pattern with vibrant, urban colors that captured the event’s essence. The logo took inspiration from sign painting, featuring sharp, bold lettering designed for easy application across various media. The characters, based on the letters U, R, and B, embodied the rebellious and subversive spirit of skate culture, bringing a playful yet powerful presence to the identity. These elements were applied across signage and other event collateral, building a cohesive and recognizable visual language for the trade show.
For me, working on URB was a very rewarding experience, blending my personal passion for street culture with the opportunity to create a brand that continues to resonate with these communities. The project was both a challenge and a privilege, allowing me to craft a unique identity that amplified the event's impact and positioned it as a key player in Brazil’s urban fashion scene.
In the second edition, which focused on summer collections, I shifted towards a more modern and energetic aesthetic. The use of warm colors and gradients, along with optical and psychedelic graphics inspired by the 70s and 80s, created a dynamic atmosphere that resonated both with nostalgia and innovation. This design approach not only reflected the fluidity and movement of skateboarding but also appealed to the broader streetwear audience. The graphic elements, such as waves and repeating patterns, contributed to a vibrant and bold identity that solidified URB’s position as a leading event in the industry.