PG&W has created an original and highly distinctive key visual, reinterpreting Schrödinger’s famous cat as a contemporary character, instantly recognisable and perfectly in keeping with the festival’s themes. From this insight emerged a solid and flexible visual system, capable of making an equally strong impact on billboards, badges, T-shirts, merchandise, information materials and digital kits.

The “kitten” thus becomes a true identity symbol, effective across all communication channels, easily adaptable and memorable, capable of speaking to the target audience in accessible language without sacrificing the depth of the theme.
A character designed to guide the public into the world of “quantum” with a light touch, yet also with narrative clarity, visual consistency and a strong communicative impact.