I led the Art Direction and comprehensive graphic design rollout for the 2025 Field Day campaign, managing all visual assets from initial marketing through to on-ground execution (signage, accreditation, wristbands).

The brief required an explicit '100% Dance Edition' identity, returning the festival to its core: an effortless, outdoor New Year's Day dance party.

My conceptual process focused on translating the festival's unique position as the accessible, laid-back alternative to intense camping festivals. To visually articulate this balance of 'laid-back' and 'dance roots,' I developed a Vintage-Inspired Digital Collage.

This strategic approach created a perfect marriage of old and new:

• 'Old' (Roots): The vintage aesthetic paid homage to the original, carefree, outdoor dance culture.

• 'New' (Current): The digital medium ensures a modern, dynamic, and adaptable framework for contemporary media and animation.

This concept successfully distilled the show's easygoing spirit into a cohesive and engaging brand identity.

Deliverables included Brand Guidelines (iconography, animation principles, composition templates) and the Full Campaign Rollout of all still and animated assets for:

• Marketing: Lineup Poster, Website, Social Media, EDM, and Ticketing.

• Event Day: Comprehensive Signage, Wayfinding, Changeover Screens, Accreditation, and Wristbands.

Below is a selection of key creative pieces from this high-impact campaign.