Festival-friendly identity for The New York Times, effectively communicating its cultural content as the sponsor.
The Principal Sponsor of the Edinburgh International Book Festival was The New York Times, adding cultural and lifestyle breath to that festival’s many European audiences.
The sensitivity of touch, adding the gravitas of The New York Times to a softer, festival-like tone, was the necessary creative approach in the multi-faceted festival context.
I worked on conceptualising and designing a contemporary visual identity through a colourful simplification of the NYT mobile UI layout. This vibrant approach aimed to captivate the festival audience, highlighting extensive content offerings. The tagline, ‘The World Is Yours to Read,’ encompassed diverse subjects, contributing to an immersive festival experience.
The subsequent physical transformation of the venue included both a ribbon-style design displaying this message and a range of unique festival handouts.
