FIAF’s Bastille Day Celebration

In 2022, I created the identity for L’Alliance New York’s (formerly FIAF) annual Bastille Day celebration, a historic festival held on Madison Avenue in New York City. Spanning across four blocks and welcoming over 25,000 visitors, the event included food, live music, and performances centered around French culture.

The identity features a set of “dancing” letterforms, where each character shifts in position to create rhythym and a sense of celebration. Blue geometric shapes fill in the negative spaces between the letters, giving the compositions a mosiac-like structure, while small yellow stars add a twinkling quality to the design. This project also laid the foundation for a series of typographic illustrations I would later develop as “The Dancing Letters”.

Design applications included both print and digital promotional marketing materials, large scale street banners, directional signage, wine tasting tickets, and social media assets.