In 2026, the anniversary edition of G8 will take place on 11 September at Khlebozavod in Moscow. The programme includes more than 130 talks across 20+ disciplines, networking with representatives of the creative industries, the awards ceremony, the G8 × NEIGHBORS art programme and a party by Resonance Moscow. G8 operates almost year-round, so its different projects and formats need to be perceived not as separate events, but as parts of one brand.
Problem
As G8 grew, so did its ecosystem. The conference, G8 Creative Awards, art programme, partner projects and special events address different audiences and operate in different formats. In 2026, the programme included more than 130 talks across 20+ disciplines — from design, advertising and media to music, film, architecture, fashion and artificial intelligence. With this volume of content, the previous approach — where different parts of the festival could receive their own visual interpretation — was no longer enough. For the first time, we needed to create one flexible identity capable of unifying all communication for the anniversary edition of G8: the advertising campaign, digital, motion, teaser, navigation, special projects, partner formats and dozens of other touchpoints — without stripping each discipline of its own character.
Solution
In 2026, G8 became a Creative Food Court — a living kitchen of the creative industries. Different disciplines can be imagined as different cuisines: each with its own processes, language and audience. At G8, they meet in one space, mix and create new combinations. The festival becomes one large creative menu, while every guest can build their own set of talks, cases, connections and future collaborations. This metaphor became the principle behind the entire identity. The key graphic device was based on unfolded food packaging. An unfolded package shows an object not as a finished form, but in the process of being assembled — as a construction made up of separate parts. G8 works in the same way: multiple independent industries, people, sections and formats come together to form one festival. The system was expanded with symbols representing different creative industries and variable hyper-typography built from several stylistic sets. The identity works like a construction kit: layouts, symbols and typography can be changed, combined and rearranged for each specific format while preserving a shared visual code. In 2026, this system covered the entire G8 communication ecosystem for the first time. One identity brought together the advertising campaign, digital materials, the visual treatment of 130+ speakers, G8 Creative Awards, G8 × NEIGHBORS, partner projects, navigation, volunteer uniforms and other offline touchpoints. The most radical test of the system was the G8 teaser. A separate team created an opening sequence for a fictional anime — an independent world with its own aesthetic and characters. The visual genre changed completely, but the core principles of the identity remained intact. The system therefore proved that it could evolve with the format and the author without losing G8’s recognisability.
Results
For the first time, one identity became the foundation of the entire anniversary season of G8 — from the advertising campaign and daily digital communication to navigation, special projects and a fully developed video teaser. The system made it possible to work with more than 130 talks, 20+ conference disciplines, G8 Creative Awards, G8 × NEIGHBORS, partner projects and a large volume of advertising and informational materials without creating a separate visual language for each product. It also proved capable of working across different authors and media: even the anime teaser, created by a separate team in a radically different style, retained a clear connection to the overall visual system. In 2026, G8 Creative Awards received 1,051 entries — 21% more than the previous year. More than 1,000 people registered for the festival preview. The main result was a scalable brand system that, for the first time, brought all G8 communication into one visual world. Different projects, industries and teams can speak in their own voice — while still remaining part of one recognisable brand.
