For the second year of Edinburgh International Festival’s new look, we are keen to build on the phenomenal response to the inaugural ‘Welcome World’ campaign in a way that wouldn’t feel forced or overly contrived. The Festival was celebrating its 70th anniversary in 2017, with much of the artistic programme having been inspired by the original values of the 1947 event - to “provide a platform for the flowering of the human spirit" in the aftermath of WW2.

With this in mind we played on our original ‘welcome’ message which had resonated so much with a global audience the previous year, introducing the deceptively simple phrase ‘Welcome Back’ - a nod to the countless performers and visitors who had experienced the festival over the years. A bold 70 provided a striking graphic counterpoint to the handwritten message, particularly when applied to large-format outdoor executions.