Lumen

A festival about photography should not decorate photographs. The previous identity kept winning that fight against its own content.

Approach

We reduced the brand to a single move: a frame that crops, never overlaps. Posters, tickets and wayfinding all use the same rule, so each year’s campaign is designed by the photography itself.

Outcome

The system has survived three editions and two creative directors without a redesign — which was the brief, exactly.