Together with Innovation:Lab, we developed CTRL ALT PLAY, a groundbreaking performing arts festival that explored the intersection of technology, performing arts, and science. Spread across three venues in Utrecht-Oost, the event invited audiences to engage with hands-on experiments, live performances, and open conversations, creating an immersive and thought-provoking experience.
My role was to conceptualize and design the entire visual identity of the festival. From branding and visual language to signage, wayfinding, and large-scale banners. The challenge was to translate the experimental and interdisciplinary spirit of CTRL ALT PLAY into a cohesive and recognizable design system that resonated with both artists and audiences.
I developed a bold and flexible design identity that reflected the festival’s fusion of art and technology, using dynamic visual elements, modular layouts, and an energetic color palette to convey movement, interaction, and curiosity. Every design decision, from typography to spatial graphics, aimed to enhance the audience’s journey through the different venues and reinforce the festival’s innovative atmosphere.
The result was a unified visual experience that not only guided visitors through the festival but also became an integral part of its storytelling embodying the experimental nature of CTRL ALT PLAY itself.
