For 2023, the brief was a distinct visual identity that could live across digital launch content and physical festival environments, immediate and culturally embedded, able to cut through social feeds while holding its presence across the city. The core identity and launch assets were developed in under a week.

I designed the core brand identity, defining the motion language and the primary visual assets. Deliverables included the teaser and lineup announcement films, plus static visuals later applied out-of-home across billboards, posters and festival collateral, wristbands, lanyards, brochures and merchandise. Graphic designer Franz Jeitz adapted and extended the identity across print and physical applications, carrying the core visuals into a cohesive city-wide presence.

The launch visuals were also developed into looping projections for screens across the festival venues, so the identity carried through from announcement campaign to the live environment.