Helping a new ideas festival become more relevant to the people shaping culture, conversation, and change.

Born out of the Roskilde Festival universe, GRASP set out to create a space where art, knowledge, activism, and conversation could come together around sustainable change. But as a new festival, it needed more than a visual identity. It needed a sharper sense of what it was, who it was for, and why people should choose to engage with it. Publicly, GRASP describes itself as a platform for knowledge, networking, and new perspectives, with the festival acting as one of its key expressions.

I led the strategic work behind the brand. That meant helping define the positioning, clarify the core narrative, shape the messaging, and build a stronger foundation for how GRASP should show up across content, campaign thinking, and digital touchpoints. The task was not simply to make the festival look interesting, but to make it legible and compelling: to turn a broad and worthy ambition into something people could quickly understand, feel invited into, and want to be part of.

The result was a more focused brand platform for a young cultural initiative with a lot to say. By sharpening the proposition and creating greater coherence across identity, messaging, website thinking, and content planning, the work helped GRASP communicate itself as more than a niche event. It gave the festival a clearer voice and a stronger frame for building recognition and relevance as it grew. That framing aligns closely with how GRASP presents itself today: as a year-round community and festival platform connecting ideas, disciplines, and people around sustainable change.