LMAO (Laugh More & Often) is a comedy festival in Birmingham, UK. They seek to challenge, provoke & entertain all ages, without shying away from discomfort.

With this in mind, I determined the festival’s brand values to be playful, loud and transformative, and thought about what symbols have come to reflect this - landing on whoopee cushions and balloons.

The transformation of the props from inflated to fully deflated mimics the transformative power of comedy.