D&AD Festival Identity
D&AD (Design & Art Direction) awards brilliance in commercial creativity. D&AD Festival is a three-day immersion in the world’s best craft, creativity and culture. Studio Dumbar was invited to devise the positioning, name and identity for the 2020 festival.
Studio Dumbar: “At the core of our strategy is the limitless potential of human imagination. To engage and amaze was our leading principle – a motto that encapsulates the spirit and intentions of the festival. Based on this we developed ‘Imagine Everything’ as the name for the festival.”
“Our design concept celebrates the vast potential of creativity. The word ‘imagine’ is an ever-present anchor, used across the identity in a series of evocative phrases and sentences. Set in the variable font Marfa – created by Swiss foundry Dinamo – the typography shifts, expands and stretches, expressing the limitless scope and adaptability of the human imagination.”
“Due to the Covid-19 pandemic, the 2020 festival in May moved from a physical to a completely digital experience. All physical material was adapted to a 100% digital festival experience – from AR face filters for the winners to personalized social-media posts and landing pages for all award categories.”