Art direction2023
Lumen Festival
Identity and campaign for a winter festival of light and sound, spanning posters, wayfinding, motion and a city-wide takeover.
The brief
Lumen brings large light installations to squares and parks for ten nights each February. The festival had outgrown its volunteer-made posters and needed an identity that worked as well on a phone screen as on a six-metre banner in the snow.
The approach
Instead of a fixed logo, the identity is a soft glow that shifts colour each night of the festival, drawn from the installations themselves. Type is set in a single condensed family, large and calm, so it stays legible against busy city backdrops.
Wayfinding, tickets, motion guidelines and a twelve-poster series all share the same simple rules, so a small team could produce new material in hours rather than weeks.
The outcome
- Record attendance of 180,000 visitors
- Entire campaign produced by a team of three
- Poster series sold out as limited edition prints