Rabbithole’s identity for Transform 21-22 mixes club culture with an extraterrestrial aesthetic
Running from October 2021 to April 2022, international performance art and theatre festival Transform has taken on a new form – and a new outlook – for its 21-22 edition in the wake of the COVID-19 pandemic; challenging the return to ‘normal’ and new-found enthusiasm for collaboration. With this new attitude in mind, the festival turned to their long-term partners in Leeds and Glasgow-based design studio Rabbithole for a brand evolution.
Carrying over the identity’s existing use of GT Walsheim Ultra Bold and Displaay's Reckless as the primary typefaces, Rabbithole took the opportunity to introduce Neville Brody's FF Blur to the mix; inspired by its prominent use in the late 20th Century UK nightlife scene. As a result, the combination of its club culture context and the organic, alien-like aesthetic of the typeface makes for a thoughtful and immediately compelling addition to the identity; one met with the brand’s introduction of ecstatic colour.
Departing from the brand’s original hues, Rabbithole’s shift to a new core colour palette marks the festival’s change in tone; powerfully redirecting Transform towards their renewed outlook. Marking this literal change, Rabbithole inverted the festival’s previous magenta core colour to make a vibrant green – pairing it with a serene lilac to balance the extravagance of the hues.
These changes culminate in Rabbithole’s collaboration with Berlin-based 3D artist Joseph Töreki, who crafted the translucent, fluid forms that cascade and interact throughout the identity; somewhat reminiscent of a lava lamp while providing a cohesive counterpart for FF Blur. This lively combination makes for an experiential and powerful performative display of the festival’s story; producing ethereal and tranquil tableaus indicative of Transform’s thoughtful and conceptual performances.