Eurovision, the world’s largest annual live television event, has skyrocketed in popularity and scale since its inception in 1956, and the competition’s 68th edition in Sweden was in search of a strong progressive visual brand that thrusts it into the future, while also embracing the countless different ways that viewers interact with it in today’s world.

Three main goals shaped the overall approach to this brief: first, to bring a contemporary Swedish sensibility to Eurovision by amplifying clean, intentional design; second, to spotlight a wide array of bright vibrant colours as a break from the visual conventions of previous editions; and most importantly, to adopt a system-first perspective that prioritises adaptability and coherence across stage, television and environmental touchpoints.

‘The Eurovision Lights’ was our answer to this question — a concept built purely on simple linear gradients that take their inspiration from the vertical lines that permeate both the northern lights and sound equalisers, remixed in the neon-pop colours of the Eurovision core brand palette. The minimalism of these gradients contrasts with its maximalist visual impact, forming the basis of a versatile system that can effortlessly flex from expressive to subdued, motion to static, digital to print whilst never looking the same.