Luminato
A BRAND TRANSFORMATION FOR TORONTO'S SUMMER ARTS FESTIVAL
Details
Each year, Luminato—Canada’s leading international festival—lights up Toronto for three weeks of extraordinary art experiences. Distinctly Toronto, proudly Canadian and totally Global, Luminato welcomes the world to encounter our streets, stages and stories through bold, playful, and of-the-moment art.Incoming Artistic Director Olivia Ansell’s adventurous vision for the Festival set the stage for a complete brand transformation. The goal: reflect the ambitious creative direction, engage long-time supporters, and captivate new audiences.Our task: develop a dynamic, expressive, and future-proof identity system that would work across every touchpoint—from large-scale signage and stage visuals to social media and digital marketing—while remaining flexible enough to evolve with each year’s unique festival programming.
Services
Brand Identity
Art Direction
Year
2025
Creative Approach
Through brand audits, audience insights, and a review of global festival benchmarks, we surfaced Luminato’s distinct character: joyful disruption, artistic risk-taking, and the transformational energy of the city on the cusp the summer solstice. Among our many creative explorations, one concept clearly stood out: Light Beam. Rather than portraying light literally, we explored it as a metaphor — a directional, pulsing force akin to stepping into the spotlight, of being swept up in something bigger.
Light Beam became the focal point of this kinetic, contemporary visual system designed to inspire and adapt. Key elements include:
Dramatic colour palette: From sunlit hues to deep night tones, the palette echoes the Festival’s day/night rhythms
Radiant gradients: Suggestive of presence and energy without literal light
Kinetic type treatments: Inspired by movement, choreography, and spotlight shifts
Directional beams: Framing and amplifying content across platforms
The identity system creates a cohesive profile across the full spectrum of touchpoints:
Print collateral and posters
Animated social assets
Festival signage and passes
Custom stationery and merchandise
Website elements and digital templates
Credits