“Dark Mofo is a Tasmanian festival that delves into winter solstice rituals and explores links between ancient and contemporary mythologies. This campaign refreshed the festival identity in line with the 2019 subtheme of ‘forest.’ The forest represents both the physical place and an archetypal symbol of the journey into the unknown of the human psyche. The logo design manifests as a living entity, evolving and adapting, mimicking untamed vegetation. Different colorways emphasize both the vegetal and anatomical qualities of the fractal system at different times. Our campaign features numerous logo iterations growing towards the launch. The website and digital platforms incorporated the logo as a screensaver-like takeover, growing over the frame after a period of inactivity. Copy from Dante’s Divine Comedy also appears as a recurring motif, linking in festival artwork by artist Alfredo Jaar. Supporting blackletter typography gestures to fairytales and their longstanding relationship with the forest.”