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Intercity were commissioned by i-DAT and Cheltenham Festivals to create a full identity, including a real-time data visualisation, for Qualia - a ground-breaking digital technology and research project which aims to revolutionise the way audience experiences at arts and culture events are evaluated. We created the design guidelines for the project, which included a generative logo, a series of real-time infographics, map visualisations and design direction for the Qualia app (including a set of specially-designed icons). We also created a real-time data visualisation, based around the theme of a wavelength, which was screened live throughout the festival. Depending on audience information and feedback captured via the Qualia app (created by experts at Plymouth and Warwick universities), the visualisation reacted to and reflected the overall mood at the festival.