TEH event identity: digital weaving for Europe's cultural future

Trans Europe Halles (TEH) —Europe's oldest network of independent cultural venues—required a future-facing identity for their 100th Camp Meeting in Riga titled “SHIFT + CULTURE” hosted by Kaņepes Kultūras center. As cultural organizations increasingly explore ways to optimize and amplify their impact, TEH 100 needed to bridge these aspirations for this milestone gathering exploring collective intelligence, cultural continuity, local Latvian heritage and digital evolution.

With input from the creative director of Kaņepes Kultūras centrs - Dāvis Kaņepe - we designed a narrative-driven identity system that transforms complex cultural tensions into market advantage. Rather than creating graphics, we created a narrative structure that positions the event as a place for cultural professionals to explore technology from our own human perspective, rather than in the terminology of the digital environment. The structure bridges ancestral wisdom and technological progress—unlocking deeper audience interest and engagement.

Social media story mockup of #TEH100 identity

The identity for SHIFT + CULTURE is a visual conversation between past and future. Rooted in the geometry of traditional weaving and amplified by digital symbolics and binary code pattern, we designed an adaptive identity built to scale. We anchored the system in three primary symbols:

1. Upwards Arrow (⇧ Shift Key)

Symbol of Progress & Transformation:
The upwards arrow universally represents growth, movement, and evolution. It conveys forward-thinking ideas, advancement, and success—core principles of the SHIFT + CULTURE theme.

Digital Reference:
On a keyboard, the Shift key alters outputs, allowing alternate characters or uppercase letters, symbolizing a shift in perspective, tools, and adaptability in the digital age.

Historical and Cultural Link:
Arrows have been used throughout history to signify direction, purpose, and intentional movement. They appear in Latvian folklore as symbols of protection, defense, and energy, tying the past with the present.

Economic and Business Growth:
In the business world, an upwards arrow is a clear representation of success, increase, and positive development, making it a strong metaphor for cultural evolution through digitalization.

2. Plus Sign (+)

Connection & Collaboration:
The plus sign is widely recognized as a symbol for joining, adding, and expanding. In this context, it reflects the mission of TEH: connecting people, organizations, and ideas.

Mathematical and Digital Relevance:
In computing and mathematics, the plus sign is fundamental, representing accumulation, expansion, and unity—values that align perfectly with a conference about culture in the era of digitalisation and collaboration.

Emotional Impact:
Beyond functionality, the plus sign has a psychological effect. It is universally associated with positivity, benefits, and growth, reinforcing the optimistic and progressive nature of the SHIFT + CULTURE identity.

Health and Well-Being:
In many contexts, the plus symbol represents health, emphasizing that technological advancements should ultimately serve humanity’s well-being.

3. The Letter "C" (Culture & Control)

Direct Representation of Culture:
The "C" prominently stands for "Culture," highlighting the conference’s focus on heritage, society, and shared values.

Computing and Digital Control:
The Control (Ctrl) key on a keyboard is essential for executing commands and modifying actions, symbolizing empowerment, adaptability, and shaping the digital landscape.

Structural Stability:
The word “Control” conveys balance and stability—two necessary elements when discussing the evolving relationship between technology and cultural heritage.

Circular Form & Inclusivity:
The rounded shape of "C" can also symbolize unity, wholeness, and an inclusive approach to cultural development. These three were not just icons— in the creative process they became woven patterns. We built a digital textile that pays homage to the Lielvārde Belt: Latvia’s iconic symbol of coded wisdom, cosmic signs, and protection.

Weaving Latvian Heritage

To strengthen the connection between technology and Latvian culture, the identity incorporates traditional weaving techniques. Weaving has long been an integral part of Latvian life, serving not only as a craft but also as a method of storytelling and identity preservation.

The Lielvārde Belt (Lielvārdes josta) as Inspiration

Sacred and Mythological Significance:
The Lielvārde Belt is one of Latvia’s most treasured textile patterns, thought to contain cosmic codes and protective energies. Using it as inspiration ensures that the conference identity is deeply rooted in cultural heritage.

Global Recognition:
Similar geometric motifs can be found in ancient artifacts across Europe and beyond, reinforcing the idea that cultural symbols are interconnected and timeless.

Digital Weaving

Rather than merely placing the three symbols side by side, the visual identity digitally weaves them together, embodying:

Integration of Past and Future:
The woven pattern creates a bridge between heritage craftsmanship and modern computational design.

Binary Code Influence:
By structuring the symbols in a repeated, interwoven format, the design mimics digital structures (such as binary code, which forms the basis of all computing).

Dynamic Motion:
The woven approach suggests movement, progress, and fluidity, reflecting the shifting nature of culture in the digital era.

Collective Strength:
Just as individual threads gain strength when woven together, the design represents the power of networks, collaboration, and shared cultural experiences.

Colour-way #4 of the identity