Abandoning normality
Abandon Normal Devices (AND) organises a quirky biennial festival of new cinema, digital culture and art. They asked us to develop a high impact new identity system that would bring real coherence to a wide range of communications, while retaining an appropriately edgy-but-accessible feel. Another specific requirement of the brief was to help communicate a fundamental change in the festival’s character, as it moved from a gritty urban setting to a leafy rural one in the Lake District. Focusing on the AND ethos of being on the edge, we took things back to basics, building on a strong diagonal device from the original identity, and using it with real confidence and playfulness across all kinds of applications. Once established, this device proved endlessly versatile – for example, becoming a rollover tool on the website, and being taken over by ants for the 2015 festival theme.
