DESIGN IDENTITY/OOH/PRINT/SOCIAL MEDIA
Although one of Toronto's longest-standing art celebrations, Luminato lacked brand awareness and distinction from other festivals. It's time to take back the scene.
Art can surprise or shock. Art can spark a conversation. Art can make one question. Art can live on in the mind. And art can be a statement.
Art is a visceral experience. Artists create to spark reactions. We captured those reactions in the simplest, most impactful way possible: using the punctuation that reflects them. We positioned Luminato as the art festival that sparks a reaction and created visual iconography that celebrates the incredible effects of the art in Luminato.
"It's Art" has been deemed the single most successful campaign in Luminato history