A strange hybrid of light, art and theatre needed an equally abstract identity and campaign.

The team at Lux Light Festival had a small respite from their large festival and wanted a campaign for their smaller indoor exhibit named Glade.

Inspired by the concept and vision of a strange science experiment gone wayward, we created an animated, organic, oozing typeface that would provide the stills for the event campaign.

The imagery gave us the variation we required so that each time the festival campaign was seen, it was slightly different. The strength of an unusual colour palette kept the consistency and gave us cut-through, with the provocative tagline ‘weird nature’ confirming that this would be something a bit different.