Creative Director · Founder
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.
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 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.
Rabbithole designed the 2024 identity for the Leeds International Festival of Ideas, focusing on the emotions and experiences of attendees rather than abstract themes. Collaborating with 3D artist Joseph Töreki, the studio created expressive faces and animations that reflect the festival’s diverse discussions. The identity uses neon pink, grey, and chromatic blue, balancing playful visuals with clarity and simplicity.
Creative Boom profiles Rabbithole’s 2024 identity for the Leeds International Festival of Ideas, exploring how the studio balanced sensitivity and creativity when visualising complex social topics. The Leeds and Glasgow-based team used 3D design, simplified typography, and a signature pink palette to create a cohesive and engaging brand system. The refreshed identity helped boost audience engagement and ticket sales for the festival.
Leeds-based studio Rabbithole has created the brand identity for Bradford 2025, the UK City of Culture. The design celebrates the authenticity and diversity of Bradfordians through a bold, community-driven visual system featuring a heart-shaped ‘BD’ logo, a meaningful three-colour palette, and flexible tools for public use. The identity aims to unite the district under a shared cultural banner while empowering residents to take ownership of the brand.
Rabbithole designed the 2023 identity for the Leeds International Festival of Ideas, collaborating with 3D artist Joseph Töreki to create abstract resin totems symbolising discourse and unity. The refreshed identity retains the festival’s pink color and Monument Grotesk typography, blending playful 3D visuals with consistent branding. The project reflects the festival’s ethos of bringing diverse perspectives together through design and dialogue.
The Brand Identity interviews Mark Martin, co-founder of Rabbithole, about the studio’s evolution, curiosity-driven approach, and commitment to balancing creativity with sustainability. Based in Leeds and Glasgow, Rabbithole has grown from a small web design outfit into a branding studio known for its work with cultural clients like the Leeds International Festival of Ideas. Martin discusses the studio’s collaborative ethos, hiring philosophy, and plans for continued growth and experimentation.