Festival print has to work hard. It must organise practical information, reflect the spirit of the event and be easy to use in busy cultural settings. Limerick Arts Festival needed a programme that could communicate the citywide energy of the festival while giving audiences a simple way to move from printed pages into richer digital material.

The art direction, graphic design, print specification, visual narrative and augmented reality layer were developed as one connected experience. Selected pages acted as visual triggers, opening animations, video and sound content through AR, keeping the strength of a physical programme while adding a digital layer for more active festival exploration.

Each spread was shaped to work as a standalone poster and as part of a wider festival story. The print specification gave the programme a strong physical presence, while the AR elements were used selectively where they added movement, context or atmosphere. The aim was not to use technology for its own sake, but to make the programme more memorable and more connected to the performances it represented.