DNA OF DESIGN
WEEK 8
Uncommon’s campaign for OFFF Barcelona, Cultured, is one of the most interesting examples of community-led design in recent years. Instead of following the usual approach of mood boards, colour palettes and audience research, Uncommon decided to make the creative community itself part of the visual identity. OFFF Barcelona is a festival centred around creativity and collaboration, so the concept perfectly matched the atmosphere of the event while also feeling unexpected and experimental.
To create the campaign, Uncommon hosted casual mixer events in London and New York where creatives could meet, chat and socialise. While everyone relaxed and interacted, biological traces were secretly collected from surfaces like cups, tables and doorknobs. These samples were then grown into mould cultures in a laboratory, becoming the foundation of the campaign visuals. The result was a series of organic textures and forms that looked alive, unpredictable and constantly evolving, reflecting the collaborative and ever-changing nature of creativity itself.
The title Cultured works really well because it has multiple meanings. It refers to the scientific process of culturing bacteria, but also connects to creative culture and the design community. The campaign highlights the idea that creativity is built through shared experiences and participation rather than individual work alone. Even simple moments like conversations at a social event became part of the final identity, which makes the whole project feel much more personal and connected to the people attending OFFF.
One of the strongest parts of the identity is the custom typeface Hyphae, which was created specifically for the campaign. Inspired by fungal networks and Barcelona’s Modernisme architecture, the typography feels fluid and organic rather than perfectly structured. The asymmetrical forms mirror the mould imagery used throughout the branding and help tie together posters, stage visuals, wristbands, signage and social media content into one consistent visual system.
What makes Cultured especially relevant is the message behind it. At a time when AI-generated design and fast-moving trends are making creative work feel increasingly repetitive, the campaign focuses on the importance of human collaboration and real interaction. Instead of presenting creativity as something created by one individual, the project shows it as a living process that grows through conversation, experimentation and community. Overall, the campaign feels fresh, intelligent and genuinely different from typical design festival branding.