Field Day is Sydney’s New Years Day festival, having run since 2002 in the iconic location of The Domain. The festival attracts approx. 30,000 patrons yearly and has hosted some of the best, including Cardi B, Tame Impala, Mark Ronson, Peggy Gou, KAYTRANADA, and so many more.

I was awarded the role of assisting in Art Direction, and the rollout of graphic design for the entirety of the marketing campaign, along with all on-ground signage and accreditation and wristbands.

The Brief: Bring a friendly psychedelic feel to the branding for 2024.

The Execution: Working with Studio Ahwa, we developed the neon Australiana look and feel for the branding. We wanted to include as much Australian flora and fauna found at the site of The Domain, to make the branding feel very homely and inviting for patrons looking for a daytime party on New Years Day.

The Work: After being supplied the key elements of the branding, it was my role to design and and export all marketing collateral for the lead up to the event. Ranging from Lineup posters and social content in various formats, to website skinning, and all EDM artwork and digital display ads. It is also my responsibility to ensure the branding follows through on all event related collateral, such as wristbands, maps and signage on site. The output for a single event spans across 4-5 months, whilst juggling other events in Fuzzy’s portfolio.