A proposed visual identity of Nuit Blanche, Toronto’s annual night-time arts festival.
Visual Identity, Branding, Print, User Research, UX/UI Design, Prototyping
September 2024 - November 2024
Nuit Blanche is a free night-time arts festival open to all people to view and experience multimedia art installations, performances, and other activities. Taking place annually across Toronto, the familiar city is transformed into a different experience from 7PM to 7AM.
Having experienced the festival first hand, I identified opportunities to expand and redesign the visual identity of Nuit Blanche.
Nuit Blanche Toronto 2025 takes on the proposed theme of "Convergence", focusing on the relationship between the visitors and the festival itself rather than just the art. The visual identity system and elements show the essence of Nuit Blanche while maintaining practicality.
Easily access the website to search and filter through projects and events taking place at the festival.
Whether users are planning ahead or looking for real time navigation, the website plots a suggested walking route with saved projects for convenience.
Lamppost signs, navigation blocks, and interactive subway billboards guide visitors to the art projects across the city while maintaining the Nuit Blanche essence.
Due to time limitations, I created user journey maps for two personas who are likely to visit Nuit Blanche based on online research. While an art festival may appeal to art enjoyers, Nuit Blanche also strives to cater to the general public.
In the past few years, Nuit Blanche Toronto has provided visitors with printed maps with brief information on the projects. Digitally, users can read more about each project on the Nuit Blanche website.
After visiting the festival myself and based on the two personas, I identified two main challenges with the existing maps.
Combining the information on the art projects displayed on the existing website and the map pamphlets, the new website aims to address the needs of visitors who are planning ahead and visitors who are just dropping by.
This change enables those with access to electronic devices to easily access the festival program and keep it on them.
While the Nuit Blanche visual identity has its distinct style, I had concerns about whether certain design choices still maintained their functions. I user tested with people who have and haven't visited the festival.
Acknowledging the dark environment at Nuit Blanche, I developed other appropriate navigation methods in addition to the website. These solutions came from asking questions such as where would visitors look, where would they be coming from, and what could accommodate for the large number of visitors?
Creating a balance between the quietness and chaos of the art, the visual system shows a contrast between the structured layout and the edited images. Like the night-time view, the visuals attract the viewer to take a closer look.
Having the opportunity to attend Nuit Blanche, my visit helped me gain a better understanding of visitor needs. It showed me the importance of being able to user test by attending the festival itself, rather than just user testing digitally.
