Roundhay Festival
AEG Presents approached us at a pivotal moment: the launch of Roundhay Festival, a new cultural landmark for Leeds. With British Summer Time already firmly established as an iconic London destination, the opportunity was not to replicate but to evolve.
Our challenge was to create a true sister festival: one that carries the premium DNA and credibility of BST, while expressing a unique sense of place rooted in the natural surroundings of the North East.
With a line-up spanning global pop icons to contemporary indie-electronica; Robbie Williams, Lewis Capaldi, Olivia Rodrigo, the identity needed to be fluid and inclusive. It had to speak confidently across generations and genres, balancing mass appeal with cultural relevance.
Roundhay Park is one of Europe’s largest city parks, offering over 700 acres of open space, lakes, woodland and gardens. It provides a natural, distinctive setting for the festival and a clear point of difference from urban events.
In creating this brand we took visual inspiration from the park itself, using woodland-influenced shapes as well as rubbings from tree stumps and bark in the park. Paired with zingy greens and soft electric gradients, our colour palette feels connected to its surroundings and our audience. This helps the festival feel established, relevant to Leeds and rooted in its location.
