How Creative direction
There’s something distinctly Scandinavian about a festival celebrating the eternal daylight of summer above the polar circle, which of course becomes eternal night in the long winters. The setting is what creates the whole experience, so this concept really aimed to capture the colours and the feeling of the rugged trees and smooth waters. Using Apoc and Arges from Blaze-Type creates a typographic mood that reflects the interplay of spindly pine needles and steadfast tree trunks. The identity is a versatile system that can cover sub-brands, annual themes and PR materials, with a few simple variations.