Leeds International Festival of Ideas (LIFI25) brought together over 5,500 thinkers, creators, and cultural voices for five days of discussion, debate, and design-led storytelling. With headline speakers including Chuck D, David Baddiel, Caitlin Moran, and Vicky McClure, the 2025 edition explored everything from masculinity and motherhood to the influence of hip-hop and religion.

For the fourth year running, Rabbithole evolved the festival’s visual identity retaining its signature pink palette, bold typography, and distinctive logo while introducing new creative energy through a series of expressive “squidgem” characters. These animated, shape-shifting figures brought warmth and personality to the brand, capturing the spirit of curiosity and movement that defines LIFI.

The result is a dynamic identity system that balances consistency with experimentation, reflecting the festival’s mission to challenge ideas and spark conversation across culture, design, and society.