MADE’s Edmonton Design Week is an annual celebration that unites the city's creative community, spotlighting exceptional talent in art, design, and architecture. The festival brings together both local and international contributors, fostering a dynamic exchange of ideas and innovation.

For the 2024 edition, guided by the theme of "Cultivate", we sought to craft an identity that not only reflects the spirit of the event but also builds upon last year's theme of "Meld", which explored the intersection of creative minds. This year, we aimed for an organic, evolving interpretation of that concept.

Our design approach was rooted in the idea of contrast—the structured environments of design, media, and architecture juxtaposed with the unexpected creativity that flourishes when those boundaries are nurtured and blurred. This tension became the foundation for our design language.

We began by disrupting the geometric intersections of last year’s identity and a black and white palette, introducing organic, multicoloured gradients that evoke the spontaneity and fluidity of creative production. These analog-like gradients act as a vibrant counterpoint to the more rigid design elements. To further enhance this dynamic, we paired contrasting typefaces and introduced amoebic shapes that morph and flow, breaking through planes and revealing intriguing reflections against the type. These shifting forms and colours symbolize the nurturing environment in which Edmonton’s creative community thrives and evolves.

Drawing inspiration from the natural world, we incorporated a rich, nature-inspired colour palette, grounding the identity in the theme of growth and cultivation. The resulting design system is vibrant, flexible, and ever-changing—just like the creative energy that drives Edmonton’s design scene. This visual language seamlessly flows across all touchpoints of the event, from social media and print materials to signage, apparel, and digital platforms.

The 2024 MADE Edmonton Design Week identity captures the essence of creative cultivation, reflecting a community that is constantly evolving and redefining the boundaries of design.