Upland Studio × SMIL Brand Identity for Aarhus Startup Festival

Startup Aarhus is the central hub for the startup ecosystem in Aarhus, Denmark's second-largest city. The organisation connects founders, investors, and operators through events, programmes, and community building with SMIL as its flagship annual festival. The visual identity was created by Upland Studio, an independent design studio based in Aarhus, Denmark. The brief was clear: create a festival brand that felt alive. Not a conference identity with a polished logo on top, but a visual system w