The Leeds International Festival of Ideas (LIFI) is a yearly gathering of leading thinkers, innovators, and creatives who come together to address important issues of our time. Held in the fall, the festival covers topics in science, technology, culture, and society, serving as a platform for sharing ideas, promoting dialogue, and sparking curiosity.
This year’s event featured notable figures such as musicians Nile Rodgers and BEKA discussing creativity, journalist Kate Adie and Stacey Dooley on conflict reporting, and doctor and writer Tim Spector on gut health. Other speakers included model Christine McGuinness, musician Matt Willis, and TV presenters Rylan and Carol Vorderman.
The event’s branding was once again entrusted to the Leeds and Glasgow-based design studio Rabbithole, which has been instrumental in shaping LIFI’s transformation into an ideas festival focusing on discussion and new perspectives. Creative director Tim Dee shared insights on their approach for the 2024 festival.
Rather than recycling past designs, Rabbithole opted to create fresh art direction each year while maintaining a consistent brand identity. For this year’s festival, they drew inspiration from the audience’s reactions, moving away from abstract concepts to more relatable visuals.
The process of developing visual assets proved challenging, especially when dealing with sensitive topics like addiction. The team created over 200 variations, ensuring a balance between uniqueness and appropriateness. Tim exclaimed, „One day, we’ll do a book on them!“
When asked about their decision to pursue the 3D route, Tim explained, „Image creation has always been a crucial aspect of the festival’s visual identity. Since the festival operates annually with a quick turnaround, finalizing programming often happens late in the process. This means we may not have a full speaker lineup and headshots at the start of the campaign. Therefore, we initially use the identity to communicate event dates and themes until talent contracts are finalized. Working in 3D allows us the flexibility and speed to experiment without many limitations.“
Collaborating closely with their talented friend Joseph Toreki, Tim shared, „We share a similar approach and have a lot of fun bouncing around ideas until we settle on the final finish.“
Regarding typography and the color palette, Tim mentioned, „This year, Rabbithole focused on clarity and simplicity. The typography was simplified to create a more impactful presentation, and the color palette centered around pink, a signature color of the LIFI identity since its inception.“
Motion design was utilized to enhance the impact of the graphics, aiming to make the visuals joyful and engaging for the audience. The final artwork captures the spirit of a curious audience seeking new perspectives and engaging in open conversations.
Festival director Martin Dickson noted, „This year’s artwork has resonated with our audience, leading to increased engagement across all events.“