Tim Dee
Creative Director, Founder
In their own words
While the squidgems are less facially expressive, they have more of a body – with ears, legs and a fuller anatomical form that reads more clearly as a character or creature.
Movement becomes a language in itself, suggesting how ideas spark, gather momentum, collide or disperse.
That became the north star for the ‘fragmented beauty’ concept: revealing value through gaps, layers and partial views.
We kept the system playful but precise.
Early on we discussed the idea of shifting the focus from abstract concepts to the attendee and he seemed really into the approach.
We made hundreds of faces together ranging from the scary to the absurd, until landing on something we liked.
With this year’s figurative focus, we felt it necessary to reduce the visual noise and create a more impactful presentation.
We were eager to turn the finished pieces into fun merchandise we’d give out at the events.
Typically, we hold a debrief shortly after the festival with the LIFI team, which then forms the brief for the next year.
Working in 3D gives us the right amount of flexibility and speed within the process to experiment without too many limitations.
Articles & interviews7
- Rabbithole Reinvents LIFI Identity While Preserving Festival Recognition
Leeds and Glasgow-based studio Rabbithole created the fifth annual identity for the Leeds International Festival of Ideas, introducing playful 3D 'squidgem' characters to represent collective creativity. The new design continues the festival’s recognizable pink palette and typography while evolving its visual language through motion and character animation. The collaboration with digital artist Joseph Töreki reinforces the festival’s balance between intellectual programming and accessible, engaging design.
- Rabbithole reveals fragmented beauty in The Turner Prize’s 2025 identity
Rabbithole designed the identity for the Turner Prize 2025, hosted in Bradford as part of the UK City of Culture celebrations. The concept of 'fragmented beauty' uses layered die-cuts, circular cut-outs, and vibrant gradients to reflect Bradford’s contrasts and the prize’s critical rigour. The identity spans physical and digital applications, from signage and brochures to motion graphics, developed in collaboration with local fabricators and artists.