Description
Insight
"Music festivals bring people together from all over the world.
Toyla takes this further by uniting global culture with local traditions, creating a space where both can coexist and be celebrated.
Idea
Our key visual inspiration comes from the "dastarkhan" — a traditional Kazakh table — its circular shape and patterns with ornaments.
The circle becomes a symbol of unity, while the name Toyla itself translates as “celebrate,” reinforcing the spirit of coming together.
Execution
We developed a unique visual system of festival patterns based on circular forms and traditional ornaments of dastarkhan, in which we inscribed names of the artists and different words, describing the Toyla festival. By this, we created a distinctive brand identity that blends cultural heritage with a modern festival aesthetic, putting everyone in the center of our celebration.
Channels
Identity was implemented across different media:
-OOH
-social media posts and videos
-digital banners
-posters
-direct for influencers
-merch
-inside-festival constructions (stage, navigation, partners’ signage, decorations, map, flags, etc)
This professional campaign titled 'Toyla Music Festival — Pattern of Modern Celebration' was published in Kazakhstan in September, 2026. It was created for the brand: Toyla, by ad agency: SEED. This Design medium campaign is related to the Music and Other industries and contains 5 media assets. It was submitted about 6 hours ago by Business development director: Artur Karabajak of SEED.
Credits
Art Director - Adel Makhat
Art Director - Anastasiya Velikodnaya
Group Head - Dariya Orazbayeva
Copywriter - Adelya Yermakova
Motion Designer - Vyacheslav Ligay
Creative Director - Nail Muratov
General Manager - Dmytro Volkov
Account Manager - Laura Turakeldiyeva
Case team:
Motion designer - Alexander Khokhlov
3D designer - Alyona Korotkih
