Festival memories

Looking Back at the Beginnings of IN2IT

In this edition we meet Christine, who has been part of the festival’s journey since its very first days. As the designer behind In2IT’s visual identity, she has followed the festival from a small idea to the established organization it is today. Along the way, she has gathered many memories and experiences that have shaped both the look of the festival and her own artistic path.

How did you start working with the festival?

I’ve been involved from the very beginning in 2016, when the festival was founded. Tendai and I worked together on the idea development around the festival’s name, and I remember being asked to design the very first logo. That became the start of a long collaboration where I’ve had the chance to follow the festival’s journey from a vision on the drawing board to the established and professional organization it is today.

Do you have a special memory or moment that stands out?

For me, the collaboration with Tendai throughout all these years is very important, but also the moment when Gøril Roesen joined the team. That was a turning point, and today we simply wouldn’t manage without her. It’s quite special to see how a small initiative and a creative collaboration has grown into something much larger than we ever imagined at the start.

Which design work are you most proud of?

I’m most proud of the visual identity as it was finalized in 2023. The logo and profile have evolved several times over the years, but in 2023 I finally landed on a cohesive identity that both represents the festival’s artistic expression and carries professional strength. It has become a clear, recognizable brand that works well across all platforms.

How has the festival developed visually since you started?

Visually, the festival has gone from being a small initiative with a simple logo to a strong, dynamic identity that captures attention both nationally and internationally. The colorful profile and the organic, moving forms symbolize the energy of dance and its power to build bridges between individuals and cultures. The identity has grown in step with the festival – from a budding idea to a fully-fledged organization.

What does the festival mean to you personally?

The festival means a great deal to me – both professionally and personally. As a designer, it’s a joy to be able to work so creatively and freely with the profile across different platforms. At the same time, it’s more than just an assignment; it’s a collaboration I’m proud to have been part of since the very beginning. The festival represents a community, a creative energy, and a bridge-building force that I truly believe in. And on top of that, it brings dance at the highest level from all over the world, which I get to experience every year. It doesn’t get any better than than that!

Having Christine with us from the very beginning has been a gift. We are so thankful for her vision and creative energy, which continue to inspire the whole festival team.

Christine Blass - Head of marketing IN2IT