Strawberry Fields Festival is an Australian music festival known for its rustic, nature-focused identity. As part of an exchange project at the University of Melbourne, I led a rebrand that shifted the festival's focus from music alone to art as its central experience.
REBRANDING
Problem
The original branding leaned heavily into an earthy, rustic music-and-nature aesthetic, leaving little room for the festival's diverse visual and performing arts programming, which was getting overshadowed by the music-first identity.
Solution
I developed "Art First: The Pulse of Expression," a bold new identity built around sound-wave-inspired graphics, a vibrant color palette, and a distorted, energetic wordmark. The system was applied across posters, apparel, tote bags, and wristbands, positioning the festival as a full sensory art experience rather than just a music event.
