A conceptual identity for Birmingham's annual LMAO: Laugh More and Often comedy festival, created during my studies at Shillington.

The 2024 festival required a visual direction that could live beyond the screen, working across print, environmental and digital touchpoints.

Titled In Stitches, the concept explores both the physical act of stitching and the shared experience of laughter. Cross-stitch graphics became the foundation of the identity, transforming familiar laughing acronyms into a playful visual language.

A mix of stitched typefaces and colours creates a flexible system that reflects the variety found across comedy while bringing the festival together under a single idea.