Warriors were selected as one of four agencies by Edinburgh Art Festival to produce a proposal for their creative direction, brand identity and design work for 2020.

Our proposal was not selected, however we believe the work offers a strong option for achieving the strategic objectives outlined by the festival.

• Improve brand perception
• Engage with new audiences
• Excite existing audiences
• Increase PR opportunities
• Increase visitor numbers
• Improve digital engagement

Edinburgh Art Festival takes place alongside Edinburgh’s Fringe Festival which welcomes 2.7 million visitors each year. Standing out in a city swamped with people and performers is not an easy feat.

With bright, powerful colours we can ensure the festival identity is visually arresting physically in the street and online. The varied colours and gradients also reflect the dynamic and stimulating artists and artwork shown across the festival.

Looking into a new and unknown world is the impression we wanted to create with the artwork.

The shapes in the artwork form an abstract representation of a frame, a tool for highlighting artwork, or three dimensional spaces, like the gallery spaces offering new contexts for artwork at the festival.

These artwork spaces or frames can then be multiplied and arranged to create a modular system which fits any size or shape of media.

Combining bright, bold colours with clear, functional typography ensures the festival commands attention on the street and communicates the key information clearly. The best of both worlds.

To engage with new audiences who may not consider engaging with art, we created a series of statements and direct invitations written in a personal tone for the campaign. By adding this new verbal and personal dimension to the campaign we hope to intrigue and encourage potential new visitors to visit exhibitions.

The identity and campaign span print, digital and environment:

• Printed programme
• Billboards
• Digital advertising screens
• Banners
• Merchandise
• Environmental graphics
• Social media templates

Using colour and abstract forms to create the campaign artwork ensures the identity is not tied with a specific artwork, artist or gallery but instead feels like a broad contemporary art festival and reflects the diversity of the programme.

By creating an identity which is aesthetically pleasing and emotive through colour, we aimed to create desirability and the opportunity to sell prints and merchandise including printed posters and clothing.

Improving digital engagement by implementing a considered, targeted social media campaign and bringing graphic artwork and motion in to play where possible in the lead up, during and following the festival.