Building a Playdough-Realistic Universe for Sarajevo’s Street Art Festival

The FASADA 2025 visual identity marks a new chapter in the evolution of Sarajevo’s beloved street art festival. It has grown into one of the most recognizable cultural events in the region. Each year, FASADA brings international and regional muralists to Sarajevo to transform the city’s walls, neighborhoods, and shared spaces. For the festival’s fifth edition, I stepped in as creative director and graphic designer, working alongside a brilliant team to craft a completely new visual world. I became rooted in local culture, endemic nature, and contemporary visual experimentation.

The conceptual starting point emerged from the festival’s theme: endem species of flora and fauna in Bosnia & Herzegovina. In previous editions, the festival explored unique yearly niches—from air-purifying paints to all-female lineup. The 2024 edition centered on the idea of a spray can “landing” on Sarajevo. For 2025, we wanted to merge the spray-can motif with something deeply organic, symbolic, and culturally specific. That is how the idea of a Montana 94 spray can acting as a flower vase was born.

However, the act of picking flowers contradicts the ethos of protecting nature. That is why we crafted a different solution. All endemic flowers were sculpted in playdough. This not only aligned with the festival’s values but unlocked an entire aesthetic direction—semi-realistic playdough realism supported by AI-assisted image generation. This technique allowed us to create a cohesive universe that blends tangible Balkan domestic nostalgia with handcrafted, tactile fantasy.

Visual Language

To anchor the visuals in Sarajevo, we imagined a classic Yugo-Balkan apartment. Specifically, one in the Mejtaš neighborhood—the actual location of all 2025 murals. The visual universe includes warm wallpaper, floral tablecloths, vintage furniture, and household objects familiar across former Yugoslav homes. From that single iconic image—the spray-can flower vase placed in a cozy Mejtaš kitchen-living room—the identity expanded into posters, billboards, teaser videos, flyers, and numerous digital assets. We even introduced additional objects such as a red refrigerator for program announcements, vintage TVs, megaphones, cocktails, walkie-talkies, volunteers, artists, and characters from the festival narrative.

This project was created in collaboration with a talented team:
Creative Direction: Adna Muslija (@milicakamilica)
Co-Creative Director: Ljubomir Todorović
Graphic Design: Ljubomir Todorović
Video: Hamza Avdagić (@avdagichh)
Digital Communications: Alem Bandić (@alembandic)
Executive Producer: Benjamin Čengić (@pravizian)

For more projects, visit Fasada Festival (@fasadafestival) or continue to browse my page (todorovicljubomir.com)

 

 

 

 

 

 

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A post shared by FASADA Festival (@fasadafestival)

 

 

 

 

 

 

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A post shared by FASADA Festival (@fasadafestival)