YYY
Identity, Art Direction
2025
YYY is an electronic music label and event producer built around the idea of connection, bringing together music, visual arts, and collective experience. Created for a new generation of underground culture, it offers both day and night events, artist-led masterclasses, and platforms that empower emerging talent.
The visual identity translates this sense of unity through a minimal and monochromatic system. The logo merges three Y’s into one structural form, symbolising diversity within cohesion. Modular and adaptable, it can unfold into multiple compositions, from graphic grids to organic references found in nature: a branch, a gesture, a crowd.
Drawing from the spirit of 1970s dance culture, the identity bridges minimalism and punk, rational design and raw expressiveness. The phrase Music Means Everything acts as a manifesto, grounding YYY in a shared devotion to rhythm, emotion, and community.
The visual identity translates this sense of unity through a minimal and monochromatic system. The logo merges three Y’s into one structural form, symbolising diversity within cohesion. Modular and adaptable, it can unfold into multiple compositions, from graphic grids to organic references found in nature: a branch, a gesture, a crowd.
Drawing from the spirit of 1970s dance culture, the identity bridges minimalism and punk, rational design and raw expressiveness. The phrase Music Means Everything acts as a manifesto, grounding YYY in a shared devotion to rhythm, emotion, and community.
Atelier: Poets & Painters
Creative Director: Pedro Pires, Jose Mendes
Head of Design: Hugo Dias
Motion Designer: Joana Fatela
Project manager: Rita Magalhães, Marta Vitorino
Client: YYY
Creative Director: Pedro Pires, Jose Mendes
Head of Design: Hugo Dias
Motion Designer: Joana Fatela
Project manager: Rita Magalhães, Marta Vitorino
Client: YYY
