New Annual Brand Identity 2022

About

New Annual introduces its brand identity, a system defined by its integration of graphic design, 3D render/CGI, and motion arts. The project, designed by Primary Works with 3D elements by Kaleido, establishes a visual language centered on high-contrast typography and fluid, sculptural forms in vibrant orange and pink. Executing across both print and digital mediums, the branding system anchors the festival's presence in urban environments and promotional collateral. The identity utilizes clean, minimalist layouts that contrast with organic, generative 3D graphics, creating a cohesive visual thread through billboard placements, merchandise, and program design. Beyond static assets, the brand explores kinetic expression through motion design. By mapping live-action performance to digital wireframes and fluid simulations, the project bridges the gap between physical movement and abstract animation, reinforcing the festival’s connection to the performing arts.