Bringing Light Back to the Darkest Season.
Skillz Brand Identity Development
Each February, Copenhagen Light Festival transforms the city’s darkest days into a glowing celebration of light, art, and community. With ever-evolving installations by artists from around the world, the festival needed a brand identity that could evolve with it—while staying timeless at its core.
The previous branding didn’t quite reflect the vibrant, immersive nature of the experience. So for the rebrand, I focused on creating a visual identity that balanced consistency with flexibility. I incorporated original photography into the marketing system to spotlight the uniqueness of each year’s exhibitions, and co-developed an intuitive app to guide visitors through the illuminated streets.
From wayfinding to animation and environmental design, every touchpoint was crafted to elevate the festival’s atmosphere and help people find magic in the dark.
Advertising Campaign connects the people to the festival by utilizing inspirational quotes that connect light and people.
Environmental graphics are scattered around the city utilizing gorilla style.
Way finding will include the spiral mark indicating the viewer they are near a light installation.