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The Hay Festival is an annual literature and arts festival held in Hay-on-Wye, Wales that boasts a rich history of literature and attracts hundreds of tourists every year for being one of the oldest book towns in the world. The 2024 identity revolves around bringing back the adventurous and thrilling experiences of getting immersed in a new book. The use of miniature photography and hand drawn illustration invokes the tangible, physical nature of books, and draws upon fantastical, complex literary worlds. The festival was adapted to be 3 days in length, and included working with two languages, English and Welsh, to reach a much larger audience.
