Dragon Dreaming is an annual four-day camping festival in NSW, Australia. As the sole in-house designer, I managed the visual identity for the main event—which features music, art, and workshops—as well as its national side shows, warm-up parties, and indoor music events. The festival is set amongst a beautiful landscape where patrons also participate in planting thousands of native trees.
CHALLENGE
To differentiate the festival's advertising from competitors to drive ticket sales. The goal was to showcase original artwork by Simon James while maintaining brand consistency across all channels, including print, digital, merchandise, and on-site signage.
RESULTS
Despite a last-minute date change following safety advice from the Rural Fire Service, the festival successfully sold 3,600 tickets. Peer reviews from department managers regarding my workflow and visual output were overwhelmingly positive, resulting in a re-invitation to lead the design department for the upcoming festival.
SKILLS
Art direction
Graphic design
Motion graphics
TEAM
Max Stettner – Creative director
Alisa Iwagishi – Designer
Sophie Elvari – Social media manager
Simon James – Artist