FundaMental Fest
Branding, Brand Management, Communication Strategy, Social Media Management, PR, Creative & Website Direction
This is probably the most personal project in my portfolio.
It took me two years to finally add it here, perhaps because it is difficult to summarise a project that I have been so deeply involved in from the very beginning. FundaMental Fest is more than a client project to me. It is a brand I helped build from the ground up and one that I continue to shape, protect and grow with every new edition.
FundaMental is an outdoor wellbeing festival created in Cluj-Napoca, Romania. It brings psychology, movement, mindfulness, creativity, music and human connection together in one place, giving people the opportunity to explore different ways of caring for their mental, emotional and physical wellbeing.
I have worked on the project since its earliest stage, developing the brand strategy, positioning, communication ecosystem and digital presence, and translating an ambitious idea into a brand that people could understand, trust and become part of.
The Challenge
The main challenge was to create a clear and accessible identity for a festival built around a broad and complex subject.
Mental health and wellbeing can often feel either too clinical or too abstract. FundaMental needed to communicate depth and credibility while remaining open, welcoming and relevant for people who were only beginning to explore these areas.
The festival also brought together very different experiences, from psychology conferences and workshops to yoga, fitness, meditation, creative activities, music and one-to-one conversations with therapists. The brand had to connect all of them under one coherent idea.
The Strategy
I developed the brand strategy around the relationship between mind, body and emotions.
FundaMental was positioned as an experiential wellbeing festival that combines science, introspection and practical tools in an accessible format. Its purpose is to help people explore different approaches to wellbeing and discover what feels relevant to their own lives.
The brand was built around six values: empathy, innovation, inclusion, sustainability, collaboration and connection.
The strategy also established a long-term direction for FundaMental, with the potential to grow beyond the annual festival through workshops, educational content, retreats, corporate experiences and collaborations with other festivals.
The Visual Identity
Following the strategy, I coordinated the development of a visual identity capable of translating the emotional and experiential nature of the festival.
The visual world combines a warm, joyful and calm colour palette with handmade, textured and primal graphic elements. The photography style focuses on movement, natural environments and imperfect, grainy moments that make the festival feel alive.
The graphic symbols were created to represent different experiences, emotions and areas of the festival while remaining part of the same visual language.
The identity was designed to be flexible enough to work across social media, the website, posters, signage, merchandise, accreditation materials and the physical festival environment.
My role included guiding the creative direction and making sure every visual decision remained connected to the strategy and personality of the brand.
Building the Brand
I translated the strategy into the festival’s communication ecosystem, from positioning and tone of voice to content pillars, campaign narratives, ticket communication and partner integration.
I also developed and managed the website, organising a complex programme into a clear user journey. As the festival grew, the platform evolved to accommodate multiple ticket types, dozens of workshops, several programme areas and different access systems.
On social media, I created the editorial direction, content concepts and paid campaigns, while managing communication before, during and after the festival.
My work included:
brand strategy and ongoing brand management
communication and social media strategy
copywriting and editorial planning
website development and management
PR and partner communication
paid advertising
campaign and content concepts
creative direction
coordination of photo and video teams
direction of social media videos and aftermovies
The Results
The first edition welcomed approximately 600 participants.
For the second edition, we doubled attendance, reaching around 1,200 people.
The festival also expanded through a larger programme, international guests, stronger partnerships and a growing community. Several workshops reached full capacity, while the second edition brought together more than 70 activities across psychology, movement, creativity, music and wellbeing.
An Ongoing Project
FundaMental continues to grow, and I continue to shape its brand across every major touchpoint.
This project brings together almost every part of my professional experience: strategy, storytelling, digital communication, website development, event marketing, advertising, leadership and creative direction.
It is a brand I helped build from the ground up, and one that has grown from an idea into a community of wellbeing seekers.
For this project I worked with:
-Brand Identity & Design: Zorán Zeerowski
-Website Development: Baboon