The festival has previously run using Macmillan branding, and Narrative says it wanted to ‘move away from the strong green of the Macmillan brand and create a fund and bold identity to rival Lovebox, Field Day and the Camden Crawl.’
Originally organised by Macmillan, the festival now has a new committee of dedicated volunteers.
The consultancy says it was appointed to the work in December – initially to look at the logo – and that the project expanded to take in a wider identity programme, featuring touchpoints including website, T-shirts, printed material and other assets.
The Big Mix Festival features live music, comedy, film and cabaret and is aiming to raise more than £20 000 for Macmillan this year.
Narrative says its new identity has aimed to reflect the ‘colourful and multifaceted nature of the Big Mix’, allowing for different colours and textures to work together for a flexible identity to use across various elements, including a new website, developed by Oogly.
The Big Mix takes place from 1-2 June at various venues across Shoreditch.