Art Of Living
Interactive brand guidelines
In collaboration with the Art of Living team, we embarked on a remarkable venture to develop a distinctive brand identity for the World Culture Festival 2023, which was held from September 29 to October 1 on the Washington DC National Mall. Our mission was twofold: to showcase the festival’s deep-rooted connection to the Art of Living while filling it with a strong, modern, and bold essence of its own.
The core messages we aimed to convey through the brand identity were “Transcending the divide” and “United we celebrate.” These messages epitomize the festival’s purpose of fostering unity, celebrating diversity, and embracing our shared humanity.
To visually encapsulate these concepts, we harnessed the power of a circle, which serves as a profound symbol of the world. Within this symbol, we skillfully intertwined our diverse “suns,” representing people, cultures, and differences. Through this artistic technique, we artfully communicate our overarching message of transcending barriers and embracing the extraordinary potential that emerges when we unite diverse elements.
Throughout the journey, we encountered challenges that demanded compromise, striking a delicate balance between our creative vision, the existing AOL brand, and the perspectives of various stakeholders. However, with agility and unwavering dedication, we swiftly iterated on our designs to ensure we achieved the desired result before making the grand event announcement. The recent announcement, accompanied by extensive news coverage, has already generated tremendous excitement and anticipation for the festival.
As we move forward, we eagerly anticipate the festival’s upcoming three-day extravaganza in National Mall at Washington, DC, where a staggering 120,000 attendees will converge to celebrate the rich tapestry of global culture. It is our honor to have collaborated closely with the Art of Living team to craft a brand identity that not only captures the spirit of the WСF but also resonates deeply with individuals from all walks of life, inspiring them to unite and awaken humanity through the power of celebration.
"Working with the Noomo team to create the visual identity for the World Culture Festival in Washington DC was an exceptional experience. Their understanding of our goals allowed them to swiftly capture the essence of the festival’s connection to the Art of Living, while infusing it with a strong, modern, and bold identity of its own. The quality of their work, coupled with the impressive speed of execution and communication, created impressive work in record time."