9 lessons from the OFFF Festival 2024 in Barcelona

The BeTomorrow Design team participated in the OFFF Festival Barcelona, held from April 4th to 6th, 2024, at the Design Museum.

Established in 2000, the OFFF Festival has been a leading international design event for over 20 years. Held in more than 40 cities worldwide since its inception, it brings together a diverse community of design professionals: communication agencies, motion designers, developers, sound designers, theorists, creative developers, and art directors. The program includes roundtable discussions, masterclasses, conferences, and a marketplace, providing an immersion into the most contemporary trends in creativity.

For the 2024 edition in Barcelona, a common theme guided the speakers: that of failure. Beyond the successes of internationally renowned studios such as Koto Studio (Deezer, Bolt), Dog Studio, or Baugasm, there are also failures and lessons learned.

At a time when the pursuit of perfection is omnipresent, it seems important to remind ourselves that even the best creatives experience failures, which makes them more accessible and authentic. Shedding light on failures in the creative process highlights a healthier approach to creation. This transparency reveals the complexity of our journeys, shattering the illusion that the perfection of the references we draw inspiration from is achieved without hurdles. In 2024, valuing failure as an essential part of the creative process offers a renewed perspective: not a step towards failure, but a step towards innovation. But what does this openness to our failures really entail? Can it transform the fear of failure into a source of inspiration and innovation?

In this article, we invite you to revisit 9 lessons learned from failures that captured our attention during this 24th edition of the OFFF Festival!

N°1 — “Typefaces tell stories” by Zetafonts

The Zetafonts typography foundry has opened a fascinating window into the influence that the shape of typographic characters exerts on our perception from the very first visual encounter with text. This phenomenon, although invisible, forges a powerful and silent link between the message and its reader, a legacy of centuries of evolution.

During a captivating presentation, Lorenzo Pancini (co-founder of Zetafonts) highlighted the history of the CODEC typographic family, launched in 2017. Designed as a symbol of universality and diversity, CODEC transcends linguistic and cultural boundaries. Supporting 213 languages and embracing alphabets as varied as Latin, Arabic, Greek, Cyrillic, Urdu, and Farsi, this typography is the result of international collaboration among renowned typographers.

Beyond its aesthetics and functionality, CODEC conveys a profound political message, highlighting how typography can shape our perception of the world. This ambitious project reminds us that the act of typographic creation goes far beyond merely providing an alphabet; it is a genuine endeavor to represent the worlds that surround us.

N°2 — “To name something is to make it real.” by Usted 

At the heart of a brand's identity, beyond its visual expression embodied by the logo, typography, and colors, lies its name. It is through sound that a brand first reveals itself, even before being seen. The duo Usted has shed light on a crucial aspect of rebranding: fundamentally changing a brand's identity often involves revisiting its name.

The name is a valuable asset in its own right; it not only carries the idea but also guides the overall aesthetic in the creative process, from artistic direction to brand design. This perspective enriches our understanding of branding, revealing the power of the name as the cornerstone of brand identity and its pivotal role in the alchemy of design and semiotics.

N°3 — AI: a new tool at the heart of the creative branding process, a MasterClass by Adobe Illustrator

The OFFF Festival Barcelona also provided an opportunity to learn about the latest advancements in Adobe Illustrator and Adobe Firefly software, which now integrate Artificial Intelligence (AI) in various forms. During a one-hour demonstration, Élodie (Adobe Advocate) showed us how she uses AI in her creative process as a Brand Designer. AI allows her to quickly establish graphical intentions for artistic direction to validate or invalidate her proposals with her client. Her designer's eye brings overall coherence to the proposal, while the color palette, vector images, generative images, or identification of reference typography are assisted by AI.

Imperfect and approximate, these tools are not meant to replace the work of the designer, but to save time in initial intentions before developing a strong, refined, and precise creative proposal.

N°4 — “Show only the project that you want to do.” by Mr. Cup

To arrive at this lesson, Fabien Barral (also known as Mr. Cup) had to transition from dream to nightmare. Passionate about music, artisanal printing, and vintage items, he is also a huge fan of the singer Sting. It was through this connection that the Universal Music label contacted him about his collection of the artist. He seized this opportunity to position himself as a graphic designer for creating a vinyl cover. For this commission, Mr. Cup was not initially chosen for his graphic style and projects, but rather opened up the possibility of realizing a dream.

This is where the project took a completely different turn: after numerous designs proposed, the client returned to their initial brief and did not consider the universe and graphic requirement proposed by the designer. In the end, this resulted in a design that fit the brief, but from which Mr. Cup derived little pride, yet it taught him a valuable lesson: the importance of choosing "good" clients rather than the "best" clients by showcasing projects that reflect him.

Today, his clients turn to him for his identifiable graphic style that reflects his personality. Moreover, he himself does not really know how to define himself: designer? printer? typographer? antiquarian? In the end, it doesn't matter. It is through his various activities that he has built his graphic universe, so powerful that he is sought after for projects that resemble him and bring him satisfaction.

N°5 — “Artists call me a designer, designers call me an artist, I just make stuff” by Vasjen Katro (Baugasm)

One of the highlights of the OFFF Festival Barcelona 2024 was the opportunity to attend an inspiring speech by Vasjen Katro, the talent behind Baugasm, on the meaning of being a designer.

What does it mean to be a designer? Where is the boundary between artist and designer? Is this boundary gradually fading as individuals begin to merge different dimensions? Vasjen is the perfect example. His work is an inspiring fusion of various arts such as organic movement, sound design, and digital design. His creations become true works of art that push the boundaries of creativity and set trends for the future.

N°6 — “Bad creatives are bad creatives. With or without tool* AI” by DogStudio

Today's designers are facing a major concern: the rapid integration of AI into the field. With tools capable of producing complex designs in a matter of seconds, many wonder if our roles are gradually being phased out.

DogStudio decided to put this to the test by primarily using AI in a recent campaign. Their verdict? AI is undeniably impressive, but it must remain exactly that: a tool. Its purpose should be to push creative boundaries, optimize project efficiency, and enable designers to devote more time to subtle details, not to replace them. Rather than viewing AI as a threat, it is far more beneficial to see it as a complementary resource that can elevate designers' capabilities.

By embracing AI technologies, designers can streamline their processes, embark on new creative experiments, and deliver more impactful solutions. While the role of AI in design will undoubtedly evolve, human creativity and ingenuity will always remain fundamental to the process.

N°7 — “Inspiring the world with feminine energy, bringing happiness through beauty” by Hey Studio

We were particularly excited to highlight Hey Studio's conference on women in the professional world and the importance of infusing more feminine energy. Based in Barcelona, Hey Studio stands out for its vibrant and unique identity.

Since 2007, Verònica Fuerte (Founder & Creative Director of Hey Studio) has been pushing boundaries and revolutionizing the design world. Among her recent projects, she launched a podcast titled "Women at Work," exploring themes of female creativity, leadership, and feminism. Her message resonated throughout the festival, especially when she revealed that only 15% of speakers at the OFFF Festival 2024 Barcelona were women. This awareness reinforced our determination to amplify her message, to create more opportunities for female creative leaders to have an equal voice at the OFFF Festival 2025.

It's also the commitment of Automattic, the geniuses behind Wordpress.com, who have partnered with Women At Work to propel this message on a larger scale.

N°8 —  “Go now, start over.” by Kiel Danger Mutschelknaus

At the intersection of design and technicality, Kiel Danger Mutschelknaus (SpaceTypeGenerator.com creator) showed us how motion design and code can be complementary. The Creative Developer merges technical skills with creativity, addressing a key challenge in the digital innovation sector: most designers do not code, while many developers lack design sensitivity to create visual assets.

Using the Processing software, Kiel Danger Mutschelknaus combines these two skills and creates custom generative tools, bringing to life designs that are more impressive than the next. The generative aspect involves many unsuccessful trials and micro-adjustments before achieving impressive results. His Creative Dev work leads to a sense of wonder through the serendipity resulting from the numerous explorations it offers.

N°9 — “Cultivate chaos, disrupt the norm, and watch creativity thrive in the spaces between” by BeTomorrow

If we were to summarize our approach in one sentence, it would be this: disrupt to rebuild better. This festival has taught us a fundamental lesson as designers: the need to shake up habits to create something entirely new.

In the world of creativity, disruption is not just an abstract idea: it is the engine of innovation. By embracing chaos, challenging conventions, and exploring new horizons, we push boundaries and open new paths. It is in these moments of disruption that the freshest ideas are born, liberated from constraints.

Disruption propels us to challenge the status quo, to deconstruct what is familiar, and to explore new territories of possibilities. It is within this whirlwind that true creativity finds its essence, in a subtle balance between order and chaos. Rather than fearing disruption, we must embrace it as a force that propels us forward, fueling the fire of innovation and paving the way towards a future where imagination knows no bounds.

Whether you're transforming a car into a floating spectacle to incorporate it into a 3D parking poster or creating a puppet that raps about curiosity, one thing is certain: as designers, we must constantly think outside the box to deliver something truly unique.

Who knows, maybe your floating car will catch the attention of prestigious clients like BMW?

Conclusion

Creating inspiring works requires an approach that celebrates chaos and disruption. We must be willing to explore new territories, challenge established conventions, and embrace change with enthusiasm. Being iterative in our work, embracing failures as learning opportunities, and most importantly, finding joy in every step of the creative process are foundational elements. By adopting this mindset, we are able to leave an indelible mark on the design world, constantly pushing the boundaries of what is possible.

Keep an eye out for our next article, which will explore how inspiration can be found in everyday details, offering a perspective on creativity in our daily environment!