BAM Next Wave Festival 2024

Keeping 40 years of experimental performance new, year after year

Challenge

Ensure BAM’s most iconic sub-brand remains distinct and unignorable, even after four decades.

Problem

Human Insight

Strategy

Problem:
How do you make a 40-year-old event feel fresh while still honoring the creative history that took decades to build? That’s the challenge of promoting BAM’s annual Next Wave Festival, a months-long showcase of diverse art from around the world.
Solution:
Create a unique tone of voice for the sub-brand that feels bold and disruptive, shows confidence, and encourages people to get involved—in the spirit of the product itself.

We are elusive creative trailblazers—rough around the edges, unafraid of challenging work, and above all else, impossible to rigidly define.
Results: