New identity for the light.
At its second international edition now, LIFE – Alberobello Light Festival has become in a very short time one of the most appreciated and visited light festivals in Italy. With a contribution from a special curator, the Portuguese born Carole Purnelle, and the support of the brand NATUZZI, the festival is proud to host installations of the most sought-after light artists which, together with the evocative Apulian landscape and its peculiar UNESCO-protected trulli, contribute to make the festival the most original one in Europe.
Starting from the 2017 edition, Humus Design and the organisers have given the festival a new positioning and a new visual identity, a new name, a new brand, a whole new communication dimension, all vital for the event to strengthen its leadership in Italy and compete at an international level.
The chosen name, LIFE, comes from the first two letters of the word “Light” and “Festival”. The logo perfectly supports the name and has been designed in a contemporary graphic style to reflect the trends of the major European festivals: clean lines, strong concept, flexibility and high adaptability on all communication materials, social media and merchandising. The website has also been entirely re-modeled and an app has also been created with the purpose of accompanying and guiding visitors during their tour of the installations.