The festival is aimed at finance and economics professionals, meeting in the heart of the City. The concept of the event is to create an environment that isn't boring or stuffy by bringing out the fun and lighter side of finance through a festival theme.

 

The identity and illustration's retro-style influence give the branding a softer and humourous feel inspired by graphics from music festivals and village fêtes.

 

The use of serif fonts are in keeping with the FT's guidelines which gives the identity some consistency to the FT and the Alphaville brand.

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Illustration: Eve Lee