Luminato
Arts & Culture
Details
Details
Beaming with energy: Luminato's vibrant new rebrand Luminato Festival
Luminato Festival—Toronto’s flagship celebration of performance, art, and culture—approached us to reimagine its brand identity under the creative leadership of new Artistic Director Olivia Ansell. With a renewed vision and bold programming direction, the festival needed a brand that could match its energy and signal a fresh chapter to both long-time audiences and newcomers.
Our goal: to create a distinct, flexible system that could evolve year over year while capturing the spirit of the city and the transformative power of the arts.
Beaming with energy: Luminato's vibrant new rebrand
Luminato Festival—Toronto’s flagship celebration of performance, art, and culture—approached us to reimagine its brand identity under the creative leadership of new Artistic Director Olivia Ansell. With a renewed vision and bold programming direction, the festival needed a brand that could match its energy and signal a fresh chapter to both long-time audiences and newcomers.
Our goal: to create a distinct, flexible system that could evolve year over year while capturing the spirit of the city and the transformative power of the arts.
Beaming with energy: Luminato's vibrant new rebrand
Luminato's Festival—Toronto’s flagship celebration of performance, art, and culture—approached us to reimagine its brand identity under the creative leadership of new Artistic Director Olivia Ansell. With a renewed vision and bold programming direction, the festival needed a brand that could match its energy and signal a fresh chapter to both long-time audiences and newcomers.
Our goal: to create a distinct, flexible system that could evolve year over year while capturing the spirit of the city and the transformative power of the arts.
Services
Services
Services
Brand Identity
Logo Design
Motion Design
Brand Campaign
Guidelines
Web Design
Digital Assets
Social Templates
Marketing
Brand Campaign
Guidelines
Web Design
Brand Campaign
Guidelines
Web Design
Digital Assets
Social Templates
Art Direction
Tactical Communications
Marketing
Year
Year
Year
2025
2025
2025
Process
Process
We explored multiple creative directions rooted in light, movement, and transformation, universal themes that reflect the festival’s solstice timing and its role as a cultural catalyst. One idea rose to the top: Light Beam, a concept that frames light not as an object but as an active force. It became the perfect metaphor for presence, performance, and collective celebration.
Through motion studies, visual systems, and collaborative testing, we shaped a graphic language that is bold, flexible, and unmistakably Luminato.
Outcome
Outcome
The final identity is radiant, dynamic, and built to move seamlessly across digital screens, stage visuals, signage, and social. In June 2025, the Light Beam system became the festival’s vibrant visual backdrop, lighting up the city from Sankofa Square to the Harbourfront. Its presence was unmistakable: bold, immersive, and woven into the rhythm of Toronto.
From large-scale digital takeovers to intimate performance settings, the new brand delivered renewed clarity and cultural confidence, setting the stage for a new era of Luminato.
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RAIA Beauty
Fashion & Beauty
Next Project
RAIA Beauty
Fashion & Beauty
Next Project
RAIA Beauty
Fashion & Beauty