“Festival UxU is a crowd-funded music festival in Umeå, Sweden. BMD was asked to name the festival as well as design a visual identity system. As part of our process, we invited the funding community to be part of the conversation around the design as it progressed. BMD and the festival organizers maintained overall creative power, but allowed feedback and collective wisdom to leverage our skills and expertise. The final identity system uses the letter U as a device to feature artists and works of art. The simple letter U has infinite potential, the freedom to adapt and change in the same way the festival will as it grows.”