Northline Arts Festival.
Overview
Northline is a ten-day arts festival spread across galleries, theaters, bars and parks in the Twin Cities. Each venue had its own signs and its own idea of the festival. We gave the whole city one voice for ten days.
- Client
- Northline Arts Festival
- Year
- 2025
- Services
- Scope
- Campaign, wayfinding, title films
- Team
- Three designers, a motion designer, a producer
- Timeline
- 11 weeks
The challenge
140 venues, no shared map.
Visitors spent the first evening of the festival asking volunteers for directions. Posters from different venues competed with each other on the same street corner.
Our approach
One grid for every surface.
We built a poster grid that any venue could fill in with its own photo and times, and a numbered sign system that matched the printed map.
Felix cut a set of short title films for the opening night and the festival's social channels.
The result
Fewer questions, fuller rooms.
Volunteers reported far fewer direction questions in the first weekend. The poster system is now in its second year, run by the festival's own staff.
They redrew our whole festival in eleven weeks and made 140 venues feel like one place. Our volunteers stopped getting asked for directions.
Results
- venues under one sign system
- 140
- days of festival
- 10
- weeks from brief to opening night
- 11
Credits
- Creative direction
- Ingrid Solvang
- Design
- Corinne Tate
- Motion
- Felix Arbo
Next project
Velo Larder
