The underground community of techno music has traditionally been a space where people can be themselves without judgment. It has become a place where people, especially marginalized groups, can find chosen families and create meaningful connections with others who share their experiences and values. Techno is a genre that often embraces experimentation and breaking boundaries, this resonates with many people who have had to fight against social norms and expectations in order to live their lives authentically. This commitment to self-expression and experimentation has echoed in many areas of the mainstream, innovating and inspiring groups outside of the community.

To highlight all of that in Tunnel’s branding, I played with 2 concepts. The main one consists of a graphic oval shape that symbolizes ripples emerging from a single point (depicting the impacts of this niche, underground community into the mainstream), and sound waves (as it is a festival centered around music), all encompassed into an immersive abstract tunnel perspective.