Brief
art*/ /ɑːt/ noun is a dance show interrogating a single question:
what is the meaning of art?
The piece traces a journey of self-discovery through creative and personal boundary-pushing, first previewed at LIPA in April before transferring to the 2025 Edinburgh Fringe. The campaign's objective was to translate an abstract, introspective piece of physical theatre into a promotional identity that could cut through the Fringe's saturated market — spanning social media content, Instagram reels, poster design, and show merchandise.
Concept
The challenge was designing promotional materials in parallel with a show that was still being defined — the visual identity had to anticipate and reinforce a concept still in development, not simply illustrate a finished product.
Rather than a literal poster campaign, I proposed a visual language of mixed-media collage and double exposure: layering fragments to mirror the show's own theme of self-discovery through disassembly and reconstruction. This approach let the campaign preserve a deliberate sense of mystery — withholding a single clear image of the show — while still giving audiences enough visual coherence to recognise art the show across every touchpoint, from Instagram grid to t-shirt.
Skillsets
Photoshop
Premire Pro
InDesign
Illustrator
Lightroom
Storytelling
Social Media
Video Editing
Filming
Visual Identity
Layout
Printing
Colour Grading
Role
Standing out in the Edinburgh Fringe isn't about shouting louder; it’s about breaking the visual pattern.
In an environment saturated with loud, bright comedy posters, we lean into deliberate aesthetics. By using high-contrast, minimalist design and sophisticated typography, we create a "visual pause" that attracts the culturally curious spectator—those looking for depth rather than just a punchline.
cast introduction
producers and crew
Insight
art* / ɑ ː t / 𝘯𝘰𝘶𝘯 makes people feel every emotion of creating and living.
And we are going to let people experience that.
Starting from our posters.
Exploration
The sentiment and a human touch.
In a digital-heavy world, people crave authentic connection. We don’t just advertise; we unravel the show’s soul. We use our trailer not as a preview of scenes, but as a way to tell stories and break down conversations.
Reviews and Impact
12,000 + Organic Reach and 4.5-star reviews
Beyond the aesthetic, the identity served as a catalyst for growth: generating a reach of 12k and establishing the production as a 'must-see' with consistent 4.5-star critical acclaim. The result was a brand that didn’t just fill seats, but successfully caught the eye of industry-leading studios and theatre houses.
