LMAO COMEDY FESTIVAL
Create a brand system for a comedy festival that uses an off-screen element in its design to reinforce the festival’s unique concept and theme.
Laughter is the best medicine
The identity for this comedy festival was built around the idea that laughter is the best medicine, a playful nod to comedy’s power to uplift and heal. The challenge was to create a distinct, memorable, and humorous identity that worked seamlessly across digital and physical formats.
This idea came to life through an interactive installation featuring a giant pill spilling its contents, which was carried across posters, signage, social media, and ticketing to create a bold, humorous, and visually impactful identity. Oversized pill sculptures, crafted from plastic bottles and filled with miniature toys, food, and handmade objects, represented the everyday stories inspiring stand-up comedy. The visual language drew from Pop Art, with bold colours and exaggerated forms amplifying humour while engaging the audience. Typography and witty copy reinforced the concept, transforming medical themes into playful jokes.
Bursting With Laughter
The pills appear across the branding in various states, sometimes whole, sometimes spilling open, visually echoing the feeling of bursting with laughter. The typography was designed to resemble a medical prescription label, reinforcing the theme and adding a clinical twist to the playful tone.
Fun, Playful & Memrable
The result is a concept-driven, immersive brand experience that captures the festival’s energy, encourages engagement, and leaves a lasting impression through playful visuals, interactive storytelling, and Pop Art-inspired design.
Research into comedy styles, audience behaviour, and Pop Art references informed multiple design directions. Iteration focused on scale, materials, and layouts, ensuring maximum participation, clarity, and impact.
