Explore a bold new era of Field Day festival.

Join us as we sit down with lead designer Abbie Lilley as we dive into Studio NARI’s rebrand for Field Day, the iconic music festival in the heart of South London.

Field Day approached us with the task of transforming its identity to reflect its iconic status within London’s electronic music scene. The festival has entered a new era and needed a visual language that mirrored its role as a pacemaker in the cultural landscape. We developed a system designed to ignite the senses and set the pace for years to come.

At the core of the identity is the concept of a ‘Reactive Future’. A flexible approach that allows the festival’s visuals to evolve each year while reinforcing its status as London’s leading electronic day festival. The marque sits at the heart of this system, evolving annually to respond to the festival’s changing themes. For the first edition, the marque was fused with the fauna of Brockwell Park, visually marking the festival’s new location and introducing the refreshed identity to the Field Day audience.

The identity seamlessly merges the legacy of club culture with a forward-thinking aesthetic, creating a visual language that feels both rooted and progressive. The key visual embeds the marque within bugs that blend into the fauna of Brockwell Park, grounding the festival in its natural surroundings. This is housed within a dynamic system of platforms, ranging from singular furniture pieces to fused blocks reminiscent of festival stages, allowing the identity to flex across different applications. Soft gradients symbolise a new dawn for the festival, while hyper-bright accents echo the high BPM energy of its sound.

A key focus of the creative process was ensuring the identity could evolve year after year while maintaining a solid core brand. To achieve this, we developed a dynamic system that adapts to an annually shifting theme, keeping the visuals fresh and relevant to the festival. At the heart of this evolution, the marque remains a constant foundation, preserving the brand’s legacy.