Loveland is one of the most renowned Dutch dance festivals. To stand out within the increasingly crowded festival calendar we developed a new visual identity and campaign-style.
The logo focusses on the letter ‘L’, which functions as a frame to the Loveland landscape. For the campaign, we revived the famous Loveland symbol, the butterfly. Its silhouette can materialize into different substances, energies and representations so it can be adapted for other events organized by Loveland, for example during Kingsday and Amsterdam Dance Event. This way every event gets its own ‘butterfly’.
Total Design is an independent creative agency, populated by a diverse and devotedgroup of strategists, storytellers, designers, marketeers and digital developers. We believe in independent thinking, a holistic view on design and a human-centric approach. This total design-mindset enables us to build emotionally relevant and impactful brands and communication. We were founded back in 1963 by some of the most progressive thinkers of its time. We continuously challenge ourselves to live up to this legacy and philosophy, driving positive change and shaping good business for our clients.
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