01 Hero
02 Horizontal video cover
03 Vertical video cover
04 Key visual
05 Identity system
06 Campaign application
07 Process
08 Motion frame 01
09 Motion frame 02
10 Motion frame 03
11 Next project
Crowds gathered in front of the Almaty Food Fest 2022 main stage at Abai Square.

Identity / Event Design / Motion / 2022

Almaty Food Fest 2022

A bold, scalable identity that turned Almaty’s main square into a two-day culinary city.

01 / Overview

Building one visual system for a festival of world cuisines, live cooking, markets and music — from a badge to the main stage.

Client
Energy Nation / Visit Almaty
Role
Graphic Design, Motion Design
Deliverables
Visual identity, event graphics, wayfinding, screen content, motion campaign
Year
2022

Project film

Festival identity / From city screens to the main stage

Project film

Vertical film / Sound on
Almaty Food Fest 2022 identity applied across the main stage, screens and event environment.
Festival environment / Main stage at Abai Square

02 / The solution

At the centre of the system was a dense typographic mark with a spoon and fork embedded into the word “Food”. Diagonal forms brought movement to the composition, while a palette of red, mustard, green, cream and dark brown gave the festival a warm, energetic and accessible character.

A family of illustrated dishes and ingredients expanded the identity into a flexible toolkit. The system connected the main stage, vendor booths, culinary districts, maps, signage, uniforms, tickets, merchandise and digital advertising — making every part of the festival feel like one experience.

A modular identity designed to organise a complex city festival and remain recognisable across every scale.

Almaty Food Fest logo, colour palette and illustrated food icons arranged as a modular identity system.
Identity system / Typography, colour and illustration
Almaty Food Fest identity adapted for a city LED screen, navigation and printed event materials.
Campaign application / City screens and event wayfinding

03 / Process

Built to adapt at event speed.

New design touchpoints continued to appear throughout production, so the identity had to work as a flexible system rather than a fixed set of layouts. I developed and adapted graphics for the stage, vendor booths, maps, signage, staff uniforms, print materials and merchandise while approvals, revisions and large-format production were happening in parallel.

The final scope grew to almost twice the original plan. When the festival secured placement across 50 LED screens in Almaty, I also translated the identity into a motion-led city campaign designed for multiple screen formats.

Design files, motion frames and large-format applications created for Almaty Food Fest 2022.

Motion language

City screen campaign / Selected frames 01—03
Animated Almaty Food Fest logo using the festival’s red, cream and green colour palette.
Illustrated dishes and ingredients moving through the modular festival identity.
Event date and location adapted into motion graphics for city LED screens.

04 / Outcome

A visual system that held the whole festival together.

20K+

visitors over two days at Abai Square

50

LED screens carrying the campaign across Almaty

~2×

the original design scope delivered

05 / Credits

The identity was developed by Motion Design Almaty in collaboration with Energy Nation. I was responsible for graphic and motion design across the festival’s physical and digital touchpoints.

Event production
Energy Nation
Identity and design studio
Motion Design Almaty
Graphic and motion design
Daryn Arystanbekov
Client / project support
Visit Almaty