Day for Night Festival logo and stage

Reinventing the festival experience.

DAY FOR NIGHT

Music festivals rarely look as dynamic as they sound, so 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.

CONCEPT • CREATIVE DIRECTION • NAMING • LOGO • VISUAL STRATEGY • IDENTITY SYSTEM • ENVIRONMENTAL DESIGN • EXPERIENTIAL DESIGN • WAYFINDING • COPYWRITING • MARKETING

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

Work-Order_DayForNight_instagram_tease_04
Work-Order_DayForNight_instagram_tease_01
Work-Order_DayForNight_instagram_tease_02
Work-Order_DayForNight_instagram_tease_03

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.

Day For Night Festival Aphex Twin Record
Day for Night Festival logo and Aphex Twin

REVEALING THE LINEUP

Day for Night Festival branding posters
Day for Night Festival logo posters and branding

FINDING YOUR WAY IN THE DARK

Day for Night Festival wayfinding

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

— TAYLOR IRWIN, BANDSINTOWN

Day for Night Festival branding projection
Day for Night Festival branding projection

The voice and messaging for Day for Night was established throughout the campus via animated witticisms that appeared underfoot and through oversized, treasure map-style arrows pointed in the direction of festival goods.

PROLIFERATING THE MARK

Day for Night Festival logo tattoo
Work-Order_DayForNight_Wildposting_024
Day for Night Festival t-shirt
Day for Night Festival hat and jacket

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.

Day for Night Festival screen design
Day for Night Festival logo projection stage

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.

Day for Night Festival branding screens
Day for Night Festival Death Grips
ACCOLADES
DOCUMENTATION

© 2019 WORK-ORDER

© 2019 WORK-ORDER