The Lake District National Park commissioned us to develop a brand and visual identity for Lakes Alive – a new annual arts festival based in Kendal and the wider Lake District National Park.
The identity evolved around the concept of heights and depths. Likening the relationship between the mountain heights and lake depths to the range of emotions and experiences that art can evoke gave us an idea to run with.
The chosen colour palette relates in part to the natural environment but also captures the excitement of the festival. Inspired by the intense colour of the sun rising and setting over the mountain tops, the simple palette uses vivid colours and gradients.
The type choices needed to feel modern, legible, and friendly as well as sitting nicely alongside the logo. Avenir Black for headings and Karla for the body text complemented each other well, and gave us the right combination of approachability / modernity.