Field Day 2024: Neon Australiana Identity Rollout

Field Day is Sydney’s premier New Year's Day festival, operating since 2002 in the iconic Domain, attracting approximately 30,000 annual patrons and hosting global headliners (e.g., Cardi B, Tame Impala, Peggy Gou).

I was appointed to a key role assisting with Art Direction and leading the comprehensive graphic design rollout for the entire campaign, encompassing all marketing collateral and on-ground event assets (signage, accreditation, and wristbands).

The Brief: The brief for 2024 was to infuse the branding with a friendly psychedelic feel. The core challenge was to integrate this stylistic direction with the event’s specific location and time of year.

Conceptual Collaboration & Execution Focus: Working in collaboration with Studio Ahwa, we strategically developed the "Neon Australiana" look and feel. The conceptual focus was driven by two key objectives:

• Homely and Inviting: We deliberately integrated Australian flora and fauna specific to The Domain site. This tactical use of native imagery was intended to create a warm, inviting, and locally relevant identity for patrons seeking a daytime New Year's Day celebration.

• Visual System: The aesthetic established a psychedelic tone through neon colors while maintaining recognizability via distinct Australian motifs.

Comprehensive Rollout & Campaign Management: Upon receiving the core brand elements, my responsibility shifted to full execution and campaign management. This extended role required sustained commitment over 4–5 months, often while juggling multiple projects across the company's portfolio.

Key deliverables included the design and export of all marketing and event collateral:

• Marketing & Digital: Lineup posters, social content in various formats, complete website reskinning, all EDM artwork, and digital display advertising.

• Event Day: Ensuring seamless brand continuity across all physical assets, including wristbands, site maps, and on-site signage.

Below is a selection of the work produced for this major annual festival.