For the 2025 edition of Field Day, I had the honour of working on the Art Direction of the branding 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: 2025 brings the 100% Dance Edition of Field Day. Taking the show back to it’s roots of a New Years Day Dance Party, the branding must highlight the easygoing and outdoor dance nature of the show.

The Execution: Field Day by nature is an easier alternative to the other regional camping festivals that take place over New Year’s Eve. In the branding, I alluded to this laidback vibe of the show through dance and outdoorsy imagery in the form of a vintage style digital collage. As we’re taking the essence of the show back to it’s roots, the branding idea is the perfect marriage of old and new. Hence, the digital collage branding was born.

The Work: Produce Brand Guidelines, complete with iconography, animations, and a variety of compositions for the internal creative team to use across the span of the campaign. All graphic design rollout for the marketing and event teams, to include still imagery and animated assets for the Lineup poster, website, social media, EDM, Ticketing and various other collateral, along with all Show Day content - Signage, wayfinding, changeover screen content, accreditation, and wristbands. Below is a selection of a few of my favourite pieces from the campaign.