London Design Festival '25
Similarly to LDF24, this year we wanted to create anticipation and engagement for London Design Festival 2025 using our new identity. Pentagram designed a visual system symbolising how creativity, collaboration, and innovation unite the global design community. As always the challenge with the festival is addressing how to build excitement for an ongoing festival programme whilst working with incomplete projects and limited visual assets from partners.
At the Creative Lab, we launched bespoke video content creation for premium partners, transforming their often static or incomplete materials into dynamic social-ready assets. This required developing visual storytelling techniques that could make early-stage projects feel exciting and complete.
Project Scope
Creative Content Creation, Social Media Strategy, Animation, Graphic Design
Client
I.D.E.A Group, London Design Festival
Year
2025
Partner Programme
Created the Partners Programme sizzle reel for LDF25 (above), deployed across web, social, newsletters, and partner pitch decks to showcase both LDF's established legacy and future creative possibilities for prospective collaborators. The content strategy deliberately addressed accessibility barriers by speaking directly to individuals who might perceive LDF as exclusive, using conversational copy and relatable scenarios that humanised the festival experience—showing how casual conversations and late-night ideas evolve into significant creative projects. Visual storytelling juxtaposed creative scales and career stages: emerging designers alongside established names, intimate concepts developing into major installations, spontaneous inspiration transforming into collaborative opportunities, positioning LDF as a platform where creative ambition meets practical possibility regardless of project size or designer profile.
Biofabricate Fair
One Bite Design Studio
LDF25 Digital Guide
Leaning in to Biofabricate's collage-led hero image, bringing their still image to life to draw viewers into the visual narrative through layered parallax effects. The reel also needed to showcase Biofabricate's own narrative that emphasises how science and design must work together to create new materials.
Another challenge is arises when partner content has some awkward images that need to feel more energetic for social media, the middle reel shows content created for One Bite Design Studio where we needed to showcase that their activity converged food and digital flowers that embodied the smells and aromatic experiences through generative AI content.
Partnering again with Bloomberg Connects as LDF25's digital guide, we created graphics for North, South, East and West showcasing partner activities across the city as well as exclusive content from our landmark projects. As always, the emphasis was to provide snapshots of the in-app guide to entice audiences to engage with the interactive discovery experience the guide offers, from digital exploration to physical festival locations throughout the city.
Weaving the Red Thread
Incorporated Pentagram's identity system into social content architecture, using the thread metaphor to connect different partners, districts, and activities visually. Each piece of branded content reinforced the idea that individual LDF pillars and creative projects were part of a larger London-wide creative tapestry. I worked with Pentagram on animating the logo to stretch and flex, highlighting the flexible, organic connections between diverse creative disciplines, demonstrating how the festival weaves together architecture, product design, fashion, and digital innovation into one cohesive narrative.
LDF25 Reels
Wayfinding Thumbnails
Thumbnail designs for wayfinding icons for LDF's Digitial Guide on Bloomberg Connects
