Love Beyond The Rainbow

Curious is an award-winning queer arts festival which was founded in 2016, and the Curious team had big plans.

Curious Festival, established in 2016, is an annual festival of immersive, world-class, queer arts and culture, celebrating diversity through performance. They stand as a catalyst for change nationally and are wanted to be recognised as the biggest event of its kind in the North East.

Curious partner with BALTIC, Northern Stage, Sage Gateshead as well as grassroots venues, and they asked us to define and create a brand that would push their ambitions, national reputation and positioning.

We immersed ourselves in the community to build a representative, experimental brand and movement. Our concept ‘Love beyond the Rainbow’ celebrates diversity whilst challenging perceptions, and deconstructs labels and the LGBTQ flags to represent unity. We worked with Curious on a brand strategy, visual identity, roll-out and campaigns. Curious are now an Arts Council Award winning brand, and recognised as the largest event of its kind in the North East, with strengthened positioning and reach nationally.

‘You only have to look at the Curious Brand Identity and materials to see the results of working with Sail, I have a strong brand that has set the organisation up for years to come and when I talk to people they say “Yeah I know Curious” I smile inside and out.’


Phil Douglas
Curious Founder

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