Branding
UK
03.2024
Commission
03.2024
Commission
LIFT 2024
In collaboration with Studio Doug, I helped conceptualise a new brand identity for the London International Festival of Theatre 2024 that helped it to appeal to a diverse audience.
LIFT celebrates art & theatre from a beautiful variety of international cultures, and we wanted that to be represented in a visual language that evokes the aesthetics that different cultures & movements use to showcase their history and pride. This is often through symbols and pictograms, flags and tapestries, badges and placards, but we were particularly inspired by patchwork quilts that weave patterns out of symbols that each connote a memory or story.
Each symbol represents a key theme of the festival in an abstract manner inspired by optical illusion art, calling to the festival programming at LIFT that has looked to challenge the audience’s perspective. By taking a modern approach to how we have historically used symbols to communicate cultures, we hoped to create an identity that feels timeless in its approach but with a fresh perspective.
I was responsible for designing the initial concepts shown and creating the symbol designs that formed the language of the 2024 identity. Studio Doug then used the symbols to develop the final outcomes independently.
🔗 LIFT 2024 Website
🔗 LIFT 2024 Trailer
In collaboration with Studio Doug, I helped conceptualise a new brand identity for the London International Festival of Theatre 2024 that helped it to appeal to a diverse audience.
LIFT celebrates art & theatre from a beautiful variety of international cultures, and we wanted that to be represented in a visual language that evokes the aesthetics that different cultures & movements use to showcase their history and pride. This is often through symbols and pictograms, flags and tapestries, badges and placards, but we were particularly inspired by patchwork quilts that weave patterns out of symbols that each connote a memory or story.
Each symbol represents a key theme of the festival in an abstract manner inspired by optical illusion art, calling to the festival programming at LIFT that has looked to challenge the audience’s perspective. By taking a modern approach to how we have historically used symbols to communicate cultures, we hoped to create an identity that feels timeless in its approach but with a fresh perspective.
I was responsible for designing the initial concepts shown and creating the symbol designs that formed the language of the 2024 identity. Studio Doug then used the symbols to develop the final outcomes independently.
🔗 LIFT 2024 Website
🔗 LIFT 2024 Trailer
Initial Concepts
Final Symbol Designs
![]()
Brand Identity in use (by Studio Doug)
Brand Identity in use (by Studio Doug)
