Festival Na hlavu — Long-term Visual Identity & Campaign System
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Overview
Festival Na hlavu is a long-running Czech festival dedicated to mental health, the mind, and related social and cultural themes. Organised by the National Institute of Mental Health, it combines expert discussion with film, theatre, workshops, and public debate. My collaboration with the festival has spanned nine years, during which I have continuously developed its visual communication across each annual edition.
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Challenge
The challenge was to build long-term visual continuity without repetition. The festival has a recognizable symbolic core, the inverted head, but each edition also needs its own atmosphere, theme, and contemporary visual expression. Because the festival is closely connected to the library environment and public cultural programming, the visual language needed to feel thoughtful, poetic, and slightly editorial rather than purely commercial. At the same time, it had to work across a wide range of outputs, from social media and web updates to outdoor promotion, printed programmes, and merchandise.
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What I Did
Over the years, I developed an evolving visual system built around the recurring motif of the inverted head, treating it each year as a flexible conceptual anchor rather than a fixed logo device. Each edition introduced a new interpretation of this central symbol, allowing the festival identity to remain recognizable while still feeling alive and responsive to the current theme.
The broader visual style drew on collage, bookish textures, and a more poetic editorial sensibility, reflecting both the setting of the festival and the nature of its programme. My role covered the full visual communication of each edition, including campaign visuals, social media, annual web updates, outdoor and online advertising, printed programmes, and merchandise. The work was less about producing isolated assets and more about sustaining a recognisable cultural identity over time.
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Result
The result is a festival identity that has remained consistent in spirit while continuously evolving in form. Across nine years, the visual communication helped establish Festival Na hlavu as a distinctive cultural project with its own recognisable tone, one that can hold together mental health themes, public accessibility, and artistic sensitivity within a single long-term system.
