A whimsical rebranding for an international arts festival

Answering the age-old challenge of branding art and culture, we gave a popular NYC arts festival a vessel which they can fill annually with new aspects of their brand voice. A thought bubble became the perfect metaphor for the event, and allows all participants to alter and add to the identity as they see fit. 

My team was able to successfully unify the fifteen-person executive board and create a flexible identity that provided structure and room for creative expression. In addition, art submissions and event promoters alike increased 200% from the previous year, and attendance for the event was up 30%. In 2011 Figment was selected by the AIGA for their prestigious Making the Case Awards measuring design effectiveness, and was featured in the 2011 book Magic Branding.

Project
Figment

Agency
MSLK

Roles
Design
Creative Direction
Art Direction