Féile Na Gréine 2023

Since 2018 Féile Na Gréine has been hosting a music festival that strives to champion emerging and experimental Irish music. The festival’s communication style is typically acerbic, unapologetic and thematically exploratory, allowing Féile Na Gréine to stand apart from the rest of the festival offerings in Ireland.

Each year the festival’s visual identity adapts to a new theme relevant to the Irish music landscape and festival audiences. The 2023 theme was “A Beautiful Collision”.  A sentiment that aims to draw attention to the fluid and amorphous nature of music communities, where ideas, perspectives and experiences collide.

A core challenge within this brief was to build a system that could mimic the changeable nature of the community to whom we were communicating, a murmuration of sorts, which was achieved with AI-assisted processes. Using AI to develop expression code, we developed a motion design style that allowed typography to cycle through hundreds of variations at random. The hard-edged result allowed for consistent application that could yield wildly different results with very little human input.

As well as digital application, the type-led system easily translated to print and environmental application. We produced a series of fluorescent posters and programmes to engage with Limerick City communities in the run-up to the festival and used extensive environmental graphics, such as flags and large window vinyls, to transform the city into a stage for three days in late summer.