SXSW 2023’s theme, “Through the Looking Glass,” reimagines the festival as a celebration of wonder and possibility. The design system features refracted 3D gradients and transitional motion graphics, creating a dreamlike visual language for wayfinding, merchandise, and digital campaigns. This bold, optimistic identity marks a shift from cautious optimism to unapologetic realism, inviting attendees to embrace the future.
A Dreamlike Visual Language for SXSW 2023
The “Through the Looking Glass” theme employs refracted 3D gradients and transitional motion graphics to create a surreal, immersive experience. This art direction reflects the festival’s shift from cautious optimism to bold realism, inviting attendees to dream about endless possibilities.
From Digital to Physical: Celebrating SXSW’s Return
After two years of uncertainty, SXSW 2023 marks a pivotal return to in-person events. The design system, featuring vibrant gradients and dynamic visuals, celebrates the magic of physical convergence across industries and ideas.
Wayfinding and Merchandise: Extending the Theme
The refracted gradient patterns extend to environmental graphics and exhibition design, creating a cohesive visual identity across all touchpoints. This graphic design approach ensures the theme resonates with attendees both on-site and online.
Social Media Campaigns: Inspiring Wonder
The design system’s dreamlike aesthetics translate seamlessly into social media campaigns, using transitional animations and vibrant colors to engage audiences and build anticipation for the festival.
Award-Winning Design for a Global Audience
SXSW 2023’s design earned a Bronze ADDY Award for its integrated branded content campaign. The refracted gradients and motion graphics set a new standard for festival branding, inspiring wonder and optimism.
