Field Day is stepping into a new era. After 15 years, it has evolved from a newcomer to a tastemaker – a festival that leads rather than follows. Our challenge was to create an identity system that set the pace, transforming the core brand into something that embodied its essence while allowing the creative freedom to evolve with an ever-changing world.

Our concept, Reactive Future, builds a dynamic identity that evolves each year, with the marque as its iconic foundation. For the 2025 campaign, we envisioned a surreal world beneath the festival’s surface, where the Reactive Future Bugs bring the energy of Field Day to life. These creatures embody the festival’s spirit, coexisting in an ever-shifting utopia that mirrors the fusion of music and culture.

The new identity presents Field Day as bold, mature, and ever-evolving – blending the legacy of club culture with a forward-thinking aesthetic. Inspired by the energy of sound, the marque pulses with movement, creating a fluid visual system that adapts with each edition. Soft gradients capture the glow of dawn, balanced by fluorescent highlights and organic tones that bring rhythm and depth. Each year, the marque and its surrounding world will evolve, ensuring Field Day remains at the forefront of culture, setting the tone for the future.

Brand Strategy, Creative Strategy, Visual Identity, Tone of Voice, Motion, 3D