Alexandra Palace
Design that gets triple takes
Intro
Kaleidoscope Festival is an annual event held at Alexandra Palace in London, celebrating a diverse array of music, arts, and culture. Known for its eclectic mix of performances, the festival features an impressive lineup of live music, comedy acts, DJ sets, and immersive theatre experiences. Launched in 2018, Kaleidoscope has quickly become a highlight of London's summer festival scene, drawing crowds with its dynamic programming and imaginative atmosphere.
Challenge
Our mission was to bring a creative brief to life that encapsulates every element of the festival—music, arts, and culture. We aimed to create visuals that led with curiosity and burst with colour, making sure every aspect of the festival's spirit shine through. The client needed a design that not only sells the festival but works alongside the venue branding and has a solid visual that will work across the full rollout of different mediums such as, advertising, socials, stage graphics, wayfinding.
Key Ideas & Insights
Using a kaleidoscope as the inspiration
We kicked off the project by exploring the visuals, shapes and imagery a kaleidoscope produces. The characteristics of a kaleidoscope that we wanted to incorporate into our design included colourful transparent objects, the use of light, symmetrical patterns, geometric shapes and vivid colours.
Creating collages with nature and objects to bring colour and intrigue
We decided to bring a maximalist vibe to the creative and create an artful and ambiguous collage of colour, nature and festival paraphernalia. We came up with the idea to merge objects, people and animals to create a dream-like wonderland that is fun and visually appealing.
Visually intriguing abstract elements that keep eyes entertained
The creative is designed to intrigue people to look closer; to explore the zany elements and be surprised and amused. Every time the audience sees the creative, the aim is for them to notice something else, encouraging more views to the marketing and the message.
