The goal was to create a contemporary identity that could represent a large-scale cultural event while remaining flexible across a wide range of applications and formats.

The identity was built around a typography-led approach, using type as the primary visual element rather than relying on illustrative or decorative motifs.

A restrained palette of greys with a contrasting blue accent was used to maintain clarity while allowing emphasis where needed. The system focused on modularity and consistency, enabling it to scale across different formats while retaining a cohesive visual language.

The system was designed to extend across multiple event touchpoints:

The selected direction was developed through to final deliverables and handed off to the client. The final event branding followed a different creative direction. This work represents the identity development and system created during the project.