GBG Mime Fest 2024
Creating a visual identity that captures the poetry of movement based theatre.
In 2024, I had the privilege of collaborating with GBG Mime Fest to craft a holistic visual identity for their international festival, celebrating the theme: the individual, the group, and the collective. From posters and programs to social media assets, the designs aimed to spark curiosity, inspire engagement, and reflect the festival's inclusive, diverse, and surprising nature.
Type of project
Graphic Design
Illustration
Visual Identity
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My role
Research & Analysis
Ideation & Concept
Visual Identity
Illustration & Collage
Infographics
Editorial Design
Typography
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Visual identity collaborators
Cecilia Thulin
communications manager
Assisted in designing digital promotional materials and in charge of digital promotional texts.
Marcus Dimbodius
Designed the logotype (2021)
Emma-Kara Nilsson
Idea to anchor the orange color to Gothenburg (2021)
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Software
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe Lightroom
Figma
About GBG Mime Fest
GBG Mime Fest is an international movement-based theatre festival where artists from around the world explore the boundaries of mime and physical expression.
The six-day program spans poetic, comedic, and experimental performances, complemented by workshops, masterclasses, and installations. The 2024 theme focused on the individual, the group, and the collective, inviting audiences to reflect on human connections and transformations.
The design challenge
Create a visual identity that:
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Captured the festival themes and its essence as a platform for movement-based art.
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Anchored the event to its location—Gothenburg—while appealing to an international audience.
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​Reflected the diversity central to the festival’s vision.
Researsch
The Festivals Team
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Core Values: Community, contemporary movement based theatre, warmth, joy, and inclusivity
The Audience
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A mix of international visitors, local enthusiasts, and newcomers curious about mime, theatre and movement
Performance themes 2024
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Future, fiction and tradition,
Time traveling, The individual,
the group and the collective
Core Insights from Research
1. Movement as a unifying concept
2. The interplay between past
and future, with surprising and
poetic elements.
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3. A dynamic interplay of perspectives, fostering inclusivity through artistic expression.
Visual Language Development
Graphic Elements
A playful pattern of "bubbles," reminiscent of lava lamp movements, symbolizing the theme of individual, group, and collective dynamics.
Typography
A combination of Fraunces (a poetic serif with surprising details) and Jost (a clean, neutral sans-serif), balancing warmth with clarity.
Color Palette
Vibrant orange, inspired by Gothenburg’s iconic cranes, paired with earthy and dynamic tones to reflect the festival's emotional breadth and inclusivity.
Illustrations/ Collages
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I chose a surreal and poetic collage style. This method allowed me to blend historical and modern elements, echoing the theatrical and transformative nature of mime performances.
GBG Mime Fest
Hilda Rydman, Josephine Gray, Maria Selander, Maria Södermark
"Ami is able to transform our initial ideas into a world of illustrations, colors and shapes with confidence and flair.
Ami is communicative and always delivers with precision and within the set timeframe right from the project’s inception up until the finished design. Ours is a collaboration that we look forward to continue and develop further."
The Result
The Poster
Designed to capture the essence of the festival’s theme—The Individual, The Group, The Collective—this poster reflects the interplay between identity and unity. The masks represent our unique selves within a shared body, silent yet distinct.
A clock subtle hints at the festival’s date while evoking the time-traveling nature of the festivals performances.
The bold orange hue is inspired by Gothenburg’s iconic cranes, grounding the festival in its urban landscape. Surrounding the design, fluid, bubble-like shapes—reminiscent of the hypnotic motion of a lava lamp—suggest the mesmerizing power of even the most minimalistic movement.
This poster invites festival-goers to step into a world of diverse stories and artistic expressions, setting the stage for an unforgettable experience.
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Badges
Festival Program
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Events - Color coding
Venue Map
Gothenburg
Social Media
