LMAO Fest is a comedy festival identity built around the concept that absurdity exists within the ordinary. Drawing from British comedy, the project explores how the surreal and the real coexist, and how their contrast heightens the humour. Using an off-screen approach, this is expressed by colour, typography, and carefully constructed scenes.
The design uses vibrant colour contrast to create energy, disproportionate play dough faces to introduce absurdity, and carefully staged miniature scenes to express a shared, collective experience. The typography pairs Gill Sans, referencing British public signage and its cultural associations with British comedy, with Barlow Condensed, which adds a modern and functional clarity to the system.
The poster establishes the core visual language through bold composition, high-contrast colour, and clear typographic hierarchy. This is extended into bus advertising, where the tone of voice adapts to a public, fast-moving context. Retaining the same dry, understated language, the message remains clear and legible at a glance while reinforcing the overall identity within everyday urban environments.
The visual language extends across wristbands, photo spots, and social media, adapting to different formats while maintaining consistency. Wristbands use bold colour and concise typography for clarity at a small scale, while photo spots translate the scenes into interactive environments. On platforms such as Instagram stories, the identity becomes dynamic, retaining the same tone and visual elements across digital and physical touchpoints.