Built digital-first, our identity featured animated, sound-reactive textures that responded to music, audience, and speakers. We designed a system that balanced functional wayfinding with vivid visuals and text. With over 500 sessions, 100 film screenings, and 1,000 speakers, from Nile Rodgers and Idris Elba to Jane Goodall and Jimmy Wales, the adaptive identity both guided audiences and framed the festival in striking, some might say migraine inducing, neon-soaked colours.