Toronto has something new to be proud of – a bright new identity for one of it’s top cultural events. The Luminato Festival, a 10-day celebration of music, theatre, dance, visual arts, literature and film is a must see annual summer event. Squarely embracing the challenges of the previous identity (which had grown stale and was no longer representing the breadth of the festival), the design team created a flexible grid system with a bright colour palette that visually ties the campaign together into a family that can be easily updated for future events. The design organizes the information in a smart way, highlighting the artists and performances and clearly laying out times and locations of the events, all cleverly packaged in an eye popping and attractive package.