Tempting their target groups to visit or buy something is essential for cultural institutions. At the same time culture means something: interacting and meeting with art and artists. Whether it’s a theatre, a museum, on the street, at a festival or at home. This requires the right mix of branding and user experience, of persuasive design and storytelling.

Branding and visual identity for The Edinburgh International Festival

At Fabrique our roots are embedded largely in culture and entertainment. We got our start designing CD covers and theatre posters. And we have turned out the website for the Lowlands festival for the last 20 years. We also work internationally with renowned museums. Much of the experience we gain turns out to be useful in our work within other industries. This works the other way around, too: cultural institutions are equally good brands that can also take on e-commerce and education.


‘It looks like it sounds’ is a principle that we apply to the music industry, and beyond. Because form and content have the power to reinforce each other. Most certainly in the performing arts, where dazzling visual styles merge with a performance or other experience. When it came to the Edinburgh International Festival we first determined what their brand stood for, then we translated this into the ‘curious yellow’ identity. We went on to develop a kaleidoscopic visual identity for the Effenaar that reflects the breadth of the venue’s programming.

We developed a new identity that binds people to the festival. And with which the festival links its rich history to a future in which the competition is only getting bigger and visitors increasingly demand experience.

Curious yellow

Edinburgh International Festival

Lowlands stands for stubborn and contradictory. And that is precisely the feeling that organizer MOJO also wants to communicate with the website. The kaleidoscopic animations are therefore everywhere everywhere. Wild, cross and sometimes even hypnotic.

Travel guide to the campingflight


Ease of use, support and service

From museum site to webshop: on average, about 80% of your visitors will go to your website for practical matters. Mostly for things like online guidance, tickets, opening hours or finding their location onsite. Through customer research and workshops, we gain insights into how we can achieve a seamless customer journey. Because only when visitors get what they came for, are they open to further giveaways or offers.


Digital media enables cultural organisations to reach a large, even global, audience. With websites, apps and interactive installations people can meet an artist in pictures and sound, without even standing up. On the All of Bach website you can listen every week to a work by Bach, whilst you read stories about the musicians and respond to them. Discover the unknown sides of Vincent through the stories on the Van Gogh Museum website. Or take a guided tour through the fanciful world of Hieronymus Bosch in the online documentary Garden of Earthly Delights.

To make new interactions possible

New times and technologies enable new interactions. Service design lets us orchestrate processes, people and touchpoints in such a way that they support the overall customer experience. This is how we developed the service Wolfgang, an app for the concert hall, by taking careful notice of where and how we could improve the overall music experience.