Positioning, identity and creative work

Cienfuegos Festival

Cienfuegos is the leading charitable Latin-Cuban festival in Alénya. Free to attend, it gathers thousands of festival-goers every summer around concerts, dance demonstrations and Latin food, while collecting medicine and glasses for Cuba. I supported it as creative director, laying the foundations of a strong visual identity and a targeted communication strategy: research, art direction and production, in one intensive week.

Period: October 2025
Role: Creative direction, one intensive week

Stage of the Cienfuegos Festival in Alénya

The brief

The festival suffers from an unprofessional visual identity and communication. Despite decent attendance, around 5,000 visitors a year, and strong potential tied to its festive and humanitarian dimension, it struggles to stand out as a genuine large-scale cultural event. Seen as a simple municipal event with amateur media, it finds it hard to attract new audiences, build lasting partnerships and make its charitable commitment known.

Goals

Professionalise the visual identity to position Cienfuegos as a leading cultural festival in the region, not just a local event.
Rejuvenate the festival’s image to win over a wider audience: families, young professionals, summer tourists and residents of the Pyrénées-Orientales.
Increase the festival’s visibility and reach through a structured communication strategy and attractive media.
Highlight the humanitarian side by promoting the collection for Cuba and developing mobilisation tools: donation box, merchandise.
Recruit more volunteers and members to support the organisation and secure the event’s future.
Develop local and institutional partnerships to increase the festival’s budget and resources.

Strengths

Completely free
Local roots
A charitable, authentic festival

Weaknesses

Communication deficit
Lack of dedicated resources

Missions

Carry out an in-depth audit of the existing communication, completed by a SWOT analysis and a benchmark of similar festivals in Occitanie.
Define a clear positioning around a strong evocation concept, “a cultural journey to Latin America without leaving France”, embodied by the travelling bird.
Build a resource strategy using the POEM method: editorial planning, local partnerships, media levers, to professionalise the communication and reach priority audiences.
Propose detailed creative recommendations, a colourful and immersive visual universe, a festive and community-minded tone, merchandise activations, to guide the creative teams and secure the festival’s identity.