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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Anchor the festival to its location and to the people who embody that festival.
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​Reflected the diversity central to the festival’s vision.
Research
This year's Festival Themes
This year’s festival delves into themes of future and fiction, tradition and transformation, journeys through time, and reflections on the individual, the group, and the collective.
Festival Reach
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The festival’s visitors are a mix of international guests, local enthusiasts, and newcomers curious about mime, theatre, and movement.
The Festival Family
GBG Mime Fest embraces community, creativity, and connection, celebrating the art of contemporary movement theatre with warmth, joy, and inclusivity.
Key Insights from Research
The interplay between
past and future, with surprising
and poetic elements.
Movement as a
unifying concept
​​A dynamic interplay of
perspectives, fostering inclusivity through artistic expression.
Artistic Directions
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
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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
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Designed to capture the essence of the festival’s theme, The Individual, The Group and 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 subtly hints at the festival’s date while also evoking the time traveling nature of the performances. The bold orange color is inspired by Gothenburg’s iconic cranes, grounding the festival in its urban landscape. Surrounding the design, fluid and 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 visitors to step into a world of diverse stories and artistic expressions, setting the stage for an unforgettable experience.
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Badges
Festival Programme
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Events - Color coding
Venue Map
Gothenburg
Social Media
