Lumen Festival
An identity and ticketing site for a light-art festival that had to feel alive after dark.
Client
Lumen
Disciplines
- Brand
- Design & build
- Generative system
- Motion
Credits
- Creative Direction
- Mira Salovaara
- Generative Design
- Theo Adeyemi
- Engineering
- Nocturn Studio
01 — The problem
Lumen commissions light installations across a city for nine nights. Their identity needed to feel like the work itself — luminous, kinetic, generative — and the ticketing had to survive a stampede the moment the lineup dropped.
02 — The approach
We built a generative identity where the wordmark is rendered from a particle field that re-forms on every visit, so no two arrivals are identical. The programme is an interactive map of the city; ticketing is one focused flow, prerendered and cached to absorb the on-sale spike. Reduced motion gets a still, luminous frame that still feels like Lumen.
03 — The outcome
Lumen sold 18,200 tickets, sold out six of nine nights, and reached 2.4M across social — most of it people sharing the generative wordmark. The system now seeds next year's identity automatically.
By the numbers
“The site is part of the festival now. People come for the light and stay for the screen.”