All work
Art Direction2024
Format Festival
A living poster system for an independent design festival, built to remix itself.
- Client
- Format Festival
- Role
- Art Direction, Poster System
- Category
- Art Direction
- Year
- 2024
Overview
Format is a three-day festival for independent designers and image-makers. Each year needs a fresh face that still feels like Format. I designed a generative visual system rather than a single poster.
The challenge
Volunteers produce dozens of assets across print and social in a matter of weeks. The identity had to be unmistakable, fast to apply, and impossible to break, even in the wrong hands.
The approach
A bold grid, a fixed type stack, and a rotating palette of overlapping shapes gave the festival endless variations from a simple set of rules. Anyone on the team could build an on-brand asset in minutes.
- Festival visual identity
- Modular poster system
- Social & motion templates
- Signage & wayfinding
- Merch & print collateral
Outcomes
120+
Assets shipped
+28%
Ticket sales
Day 2
Sold out
