Alphabet were invited to develop a new identity for the Festival that will survive beyond the 3 year term of the Director. A word based identity solution using the existing brand asset ‘This is our city in summer’ in a re-energised, focussed and liberated way. We saw it move from a strap-line to an active element embedded in each communication. The idea was to insight curiosity… provoke and evoke and involve the audience, to make it feel like it’s their festival. We created a conversation with the audience.