Brightening Air
Telling the Story of a Nationwide Arts Festival
Brightening Air | Coiscéim Coiligh is a 10 day, nationwide season of arts experiences. Created during the Covid-19 pandemic, it supports the re-introduction and re-imagination of the live arts in Ireland. The inspiring 2021 programme included in-person and online events — from theatre in your garden to floating light installations.
Designed at Wove
The Question
How might we set an optimistic tone, direct people to local events and celebrate the arts?
Our team at Wove worked alongside the producers — Schweppe Curtis Nunn — to develop the initiative from seed to launch. This included defining the proposition and strategy, navigating challenges, activation and activity, delivery and launch.
The first phase I was involved in was Naming. Following this, I worked on Activation, which included exploring and designing a visual identity. Finally, I supported the Delivery and Launch phases, which included designing the launch video and website.
With every phase, our focus was to evoke optimism, communicate the breadth of experiences and celebrate the arts.
The Approach
Long list
Short list
Top 10
01 Naming
Why? To encapsulate and communicate the tone and aim of the initiative
A lengthy and iterative process that resulted in over 600 names.
We started by exploring words under relevant themes, like light and spark, finding inspiration in many places — from science to magic. After creating a shortlist, we went wide again looking deeper — from weaving methods to words as gaeilge. We created many shortlists, mix-matched words together and experimented with spelling and prepositions. The team narrowed it down to 3 names that set the right tone.
Images are blurred to ensure confidentiality
Spark joy
Nationwide
Evoke optimism
02 Visual Identity
Why? To express the initiative in a way that sparks joy and evokes optimism
This initiative is all about sparking joy and evoking optimism. We visualised this with hand-rendered energetic bursts and flares — a celebration of spirit and colour. Hand-drawn type highlights meaningful words while keeping the brand warm and approachable.
Hype
Inform
Spotlight
03 Activations
Why? To create awareness and engagement by communicating core information about the festival
As a new initiative and festival, Brightening Air needed a cordial introduction. In order to set an optimistic tone, direct people to local events and celebrate the arts, we created 3 themes for activation; Hype, Inform and Artist Spotlight.
This activation content formed the foundation for the launch videos, social media, artist media packs and the website.
Launch video
04 Launch + Share
Why? To introduce the public to this 10 day, nationwide season of arts experiences — and direct them to local events
After a soft launch and appeal for artists, we launched and shared Brightening Air with the public. This included a launch video on the site and on social media. The programme was hyped up over a number of weeks and finally unveiled in full on the website where the public could find exciting live arts events online or near them. Meanwhile, some notable events were spotlighted on social.
Details —
Designed with Wove
November 2020 – June 2021
Team: Scott Burnett, Cat Robertson, Kevin Horan, Rory Bradley, Fiona Ennis, Johnny Kelly, Shaun Phelan
Motion — Shaun Phelan