A festival identity that holds up at a billboard and a 20-foot stage banner.
Full brand identity + environmental design for an outdoor music + arts festival held annually in upstate New York.
What needed to change.
Field Day was being held for the third year and had grown from 1,500 attendees in year one to a projected 8,000 for year three. The bootstrapped identity from year one couldn't carry the new scale — it didn't hold up at billboard size and was a nightmare to apply across signage, wristbands, and merch.
How we tackled it.
We redrew the identity around a single typographic element: the festival name set in custom-drawn italics with a center dot — works equally as a wordmark, a stamp, and a wayfinding mark. The system uses a fixed 4-color palette (sunshine amber, hot magenta, cyan, ink) that gets re-mixed per artist and per stage. We managed all print production — signage, wristbands, merch, the printed program — through 4 vendors and were on-site for setup.
What changed.
Festival sold out for the first time, attendance hit 8,400. The brand picked up a Brand New feature and the festival's organizer brought us back for years 4 and 5 (booked).
WHAT THE WORK
ACTUALLY DELIVERED.
HOW IT
CAME TOGETHER.
Who shipped it.
- Brand design
- Wayfinding + signage
- Print production
ONE NODE IN A
BIGGER SIGNAL.
Avant Garde Studio is the design house — one specialist team in a network of Miami creative brands. Need multiple disciplines under one roof? Hire the LaunchPad.
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