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Challenging Literature
Creating new branding in 2019 for International Literature Festival Dublin (ILFD), Ireland’s premier literary event, presented the opportunity to develop an entirely new visual language constructed around the concept of challenging literature.

Festival branding
ILFD gathers the finest writers to debate, provoke, delight and enthral and aims to enrich lives, provoke new thoughts and broaden experiences through literature. There is something for everyone to discover with over a hundred writers and dozens of diverse events in many unique spaces across the city.

Logo
The new logo we created was designed referencing the hippocampus, a major component of the human brain that plays an important role in consolidating information from short to long-term memory. Happily, from a visual perspective, the hippocampus is also a mythical sea creature resembling a seahorse which appears on Dublin’s Grattan Bridge over the River Liffey as ornate lamps on the cast-iron bridge. Within the logo, the hooves are replaced with quotation marks to signify the literature.

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Lost in a book
The driving concept behind the campaign came from the idea of how easy it is to get completely lost in a book. To illustrate the concept we made a series of oversized and mini books in a variety of shapes to represent both the incredible range of literature available and the different types of readers they appeal to.

Each book was designed to fit into a specific format, such as a tall book for the tall flags and a very long landscape book for a billboard. The resulting photographs and films formed a unique language for the festival.

The fun of reading
Although the visual campaign was initially constructed around the concept of challenging literature, we also wanted to communicate the fundamental fun of reading – and we certainly had fun creating it!

ICAD & IDI Award Winner 2020
100 Archive selection

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