Luminato 2017 campaign

I returned as Lead Graphic Designer with the in-house marketing and communications team at Luminato at another exciting time in their growth: a rebrand! (Luminato is an annual international multi-arts festival, presenting music, dance, theatre, visual arts, talks, workshops, and more, every summer in downtown Toronto.) The team had previously arranged to have the wordmark designed by Pentagram UK, so when I rejoined them for this year’s festival, we were just working through the final tweaks to the logo design. It was then my task to create an overall brand from this logo that could be used year over year, indefinitely. The goal of both Pentagram’s work and my own was to create an identity that would feel sophisticated and representative, and not need an update for a long time.

In exploring colour options, I kept on being drawn in by Yves Klein‘s paintings. This mesmerizing blue is both eye-catching and calming, and it has enough contrast to hold up in a variety of situations and enough interest to last into future festivals. I applied this blue to all the new business stationery, including business cards, letterhead, presentations, folders, envelopes, and more.

Simultaneously and in parallel, I developed the campaign design for this year’s edition of the festival. The colour features prominently here as well. While the festival campaign often uses images from the shows that have been programmed as the main visual, another design element was required to pull everything together. I came up with the idea of a brush stroke to serve this purpose: it offers the “arts” reference, which is useful in communicating what Luminato is at a glance, but it also brings an energetic flash of blue to virtually everything Luminato would need to produce: we could easily apply it to everything from the website to posters to ads to buttons — it’s amazingly versatile.