LALA Open Air Festival, held in Perth, Australia, debuted in 2023. Launching a new open-air music festival presented a unique challenge: establishing a compelling brand presence in a saturated market without the support of pre-existing assets or past event visuals. The identity and year-one campaign required a thoughtful approach—one that would captivate audiences and create a cohesive visual narrative from the ground up.

Entering the competitive festival market for the first time, the visual identity had to immediately capture attention and convey credibility. The campaign emphasized bold, memorable design to make a striking first impression, compensating for the absence of archival footage or photography.

The final result was a visually immersive and highly adaptable identity that amplified the festival’s presence across both digital and physical platforms, setting the stage for its inaugural year and beyond. The festival logo is based on Muscle; headlines use WT Skrappa and Franklin Gothic is used for information.