TFest is an AI-driven festival for the world’s most influential luxury travel designers and experience providers, debuting in Dubai in February 2020. A year out, James Young, Creative Director at Big Agency London, called us in to develop the festival’s brand identity and motion direction. The brief? An aspirational identity fusing luxury and minimalism with the energy of an international beachfront festival. The result was a festival identity complete with brand guidelines, motion style guide and more, built around a sunset palette and tiered visual language system. Dotted ‘journey’ lines represented the shared purpose of guests and exhibitors of planning incredible paths of travel for high net-worth clientele, while a modular topographic pattern reflected the changing landscape of luxury travel. TFest launched in 2020 and has since expanded across the UAE and Americas.