A pyramid pattern represents the core element that connects to the story of “Piramida.” Lines represent different levels of the vineyard on the hill. The negative space between the pyramids (white space) represents the different routes onto “Piramida,” where elements of the pyramids are rotated in various directions. Such a pattern is elegant and minimalistic and in its visual communication differentiates the festival from other posters with photos, making it stand out and get attention. It can be applied to other promotional materials and can be the foundation of a connected story. A jumbo poster announces the event (Piramida Festival), B1 posters explain the events.