Rabbithole built the visual system around a single stripped-back character, with individuality expressed through colour, behaviour and movement. These figures wander, gather, drift and change direction, forming swarms or pausing alone, creating a playful visual language that captures collective curiosity in motion. Its consistent form conveys a sense of collective identity, while variations in movement suggest how ideas collide, spread and evolve.

Applied across digital platforms, printed materials, stage graphics and installations, the characters adapt with ease to different scales and contexts. A solitary figure on a poster can suggest a question waiting to emerge, while a moving cluster on a screen hints at a moment of shared discovery. Across festival spaces, the identity encourages attendees to explore, gather and connect, reflecting LIFI’s ethos while helping create an atmosphere shaped by discovery and openness.