ABOUT

Aberdeen International Youth Festival (AIYF) is one of the largest and most successful gatherings of youth talent held anywhere in the world. Since its formation in the 1960’s, AIYF has hosted more than 27,500 young people from around the globe, featuring a diverse range of performance arts including jazz, traditional music, ballet, theatre, opera, choirs, world music, contemporary music and dance.

My team were selected to develop the AIYF identity and brand to give the festival a more vibrant, contemporary, inclusive, and accessible image, and to ensure a consistency of asset usage across multiple channels and partners.

The completed brand campaign engaged an audience of 8 to 80 years old, promoting over 90 performances in 9 days over 50 venues. Following the brand launch, the festival saw a 30% increase in ticket sales, record attendances at venues and a significantly higher recognition factor based on public survey.