SPRING Festival

Every spring season, one festival in the city of Utrecht really stands out: SPRING Performing Arts Festival.
The multidisciplinary, international event speaks to thousands of art professionals, students, and adventurous art lovers. With a focus on technology and performing arts, SPRING is not afraid to ask urgent questions through its program. It invites us, the audience, to play with our perspective on society.
What started out as a brainstorm for the 11th edition, actually grew into a whole new brand identity matching the festival’s true dynamic and fluid nature. A branding that offers strong recognition while servicing flexibility for varying future programs. The first step was designing a flexible human-centered typeface - a dancing typeface. Not much later, we came up with a bespoke tool. By combining Kinect recordings and A.I motion-tracking, the SPRING team can play around with the letters. Through this technology, the performances and the brand can really merge.


Creative Team

LAVA
Lars Terhorst - Creative Strategist
Frank Smolenaers - Creative Strategist
Anton Lamberg - Digital Director, Concept, Bespoke Tooling
Sacha Van Den Haak - Creative Director, Concept
Camie Roos - Graphic & Motion Designer, Motion System
Lisa Mombarg - Digital Designer, Website
Sven Lablans - Graphic Designer, Print