Music festivals rarely look as dynamic as they sound, so we embarked on making our own festival, Day for Night. Work-Order embraced the opportunity to fundamentally elevate this experience, tapping all the senses with a mind toward the visual components.

We created “a collision of light and sound” with integrated interactive art installations on par with the event’s international selection of musicians. Contrasts and transformation, light and dark and extreme noise and silence were the core elements that informed our branding approach. The festival, which ran for three years, was at the forefront of the now de rigueur interactive format for festivals.

Branding at scale

Best Festival of the Year, 2017

— CONSEQUENCE OF SOUND

Day for Night stands for forward-thinking music that incorporates breathtaking visuals to match.

— JOHNSTON FARROW, CULTURE MAP

Audio visual overload

Sly animations tease the event

Day for Night’s marketing materials were shrouded in mystery, and looked much like the festival experience itself: dark, evocative and sexy. Lineup posters revealed a cropped version of the artists to pique curiosity, and videos flash-framed hints of the yet-to-be-built immersive art installations.

Innovative social media posts, such as the festival logo transforming into Aphex Twin’s symbol to tease the artist’s inclusion in the 2016 festival pre-lineup release went viral in the press.

Revealing the lineup

Finding your way in the dark

Bold design, powerful delivery, and fearless messaging. A utopian space for sensorial experiences to run rampant.

— TAYLOR IRWIN, BANDSINTOWN

Proliferating the mark

Behind the scenes

Building the setting for Day for Night was a 16-acre, three-dimensional logistical undertaking. This jigsaw puzzle of site maps, rigging, stage design, installations and wayfinding made exploration and wanderlust a key part of the experience.

At the festival, presenting the four-stage schedule was a key piece of communication. Custom-built software fed continuous live feeds of social media, countdowns, footage playback, processing-driven graphics and real-time festival messaging.