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CASE STUDY
LMAO FESTIVAL
Company Background
LMAO: Laugh More and Often is Birmingham’s premier comedy festival, bringing together the biggest names in stand-up, sketch, and improv for a weekend of pure hilarity. Held across multiple city venues from April 21–23, the festival is sponsored by the UK’s leading comedy channel, Laughter Foundry.
Challenge
Unifying a diverse, city-wide comedy festival under one visual identity meant creating something bold, inclusive, and easy to connect with—without losing the energy and unpredictability of live performance.
Goal
Design a standout identity that feels fun, welcoming, and accessible—bringing the festival’s Brummie spirit to life across every platform and touchpoint.
Target Audience
Comedy lovers of all kinds—curious newcomers, devoted fans, and performers alike.
Research
Celebrating Grit
I explored Birmingham’s deep industrial roots and resilient blue-collar spirit—an identity often undervalued. I wanted to flip the narrative and celebrate this hard-working heritage as a source of pride and strength.
Finding Flavor Fit
To ground the festival identity in something distinctly local and meaningful, I explored regional dishes from Birmingham and the West Midlands. Fidget pie—humble, hearty, and proudly Brummie—stood out as the perfect fit. Its handmade nature and strong working-class roots aligned well with the festival’s values of inclusivity, community, and accessibility.
Concept & Development
Guided by my research—particularly the rich cultural heritage of Birmingham—I developed visual keywords and moodboards while exploring headlines and tone of voice. To bring the concept to life, I hand-molded type in tinfoil, baked a traditional meat pie stamped with the letters, and photographed the result—creating an authentic, tactile element central to the design.
Feast on Laughter serves up comedy with a big helping of Brummie pride. A hand-baked fidget pie—a true West Midlands classic—becomes both a cheeky pun and cultural badge. Stamped with the word “laugh,” it’s a nod to comedy’s lasting mark and the city’s gritty, working-class roots. The ticket-style graphics riff on Birmingham’s old meat counter system, tying local flavor to the festival vibe for your ticket to a good time.
IMPACTFUL
INFORMAL
PLAYFUL
Brand rollout
