Design Festival Victoria

Becoming Design Office Ltd.

Victoria, British Columbia, Canada

Design Victoria is a four-day festival celebrating the City of Victoria and Vancouver Island’s growing design community. Becoming signed on as the 2025 design partner to create a new visual identity, event collateral, merchandise, marketing materials, e-commerce website and festival sub-brands. Entering its 3rd year, the client wanted a brand refresh that would appeal to a broad international design community. It also needed to have some connection to the Pacific Northwest and create a visual “common ground” for the different design disciplines who attend the festival. 

The visual identity uses a custom, deconstructed typeface and a variable logo system constructed from simple building blocks: a common and unifying device, relatable to the various design disciplines who attend the festival. This variable graphic device is used throughout the brand materials. The shapes were adopted by several festival partners who created booths, bars and lighting installations, which shows the effectiveness of the brand idea. The connection to the Pacific Northwest was achieved through a brand colour system, which imitates colours found in the natural environment on Vancouver Island.

The festival drew international attendees, a larger sponsorship list than past years and overall was the most successful festival year to date.

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Credits

Creative Director: Ross Chandler RGD

Intermediate Designers: Joe Thoong Associate RGD, Zyre Moss-Hoskins Associate RGD

Typeface Design, Website Design & Animation: Joe Thoong Associate RGD