Shift is a new, city-wide Oslo design festival that needed a strong visual identity which could be re-used in the years to come. Since design is about shifting people's perspectives, my approach was intentionally very literal—to show what's not there, push boundaries and add another dimension by shifting parts of the logo and every image used during the event. This ensured easily recognizable, "sticky" visual identity. It also led to unusual UI solutions when creating the event's websites.