My collaboration with Vest Fest started in 2017, when I created their new visual identity + the concept of the festival. Firstly, being a hip-hop festival, I came up with a wordplay for the slogan: “The Land of Wild Beats”. Secondly, I decided to go with a robotic, sort of futuristic-urban wild beast in the center of each edition’s key visual. Last year we had a robotic wolf and this year is the year of the bear. This animal was not chosen randomly. The Carpathian bear is a symbol for the Carpathian mountains and it is on the list of animals protected by law in Romania. Continuing the tradition of social responsibility started from the very first edition, this year, Vest Fest will donate a part of its earnings for the protection of the Carpathian bear.