Fields of Fantasy

Building a dreamlike festival experience

Intro

Fields of Fantasy was Bristol nightlife legend James Haggart’s debut camping festival. The festival is an experience-led immersive playground, set in the rolling hills of the countryside; just a stone's throw away from Bristol. Staying true to their roots (Summer of Love), the aim was to create an inclusive space with a gender-balanced line-up of predominantly house, techno and disco acts. It was designed to collide music and fantasy with the finest music and artists supported by current and immersive production.

Challenge

The client approached us to bring the brand name—Fields of Fantasy—to life through a blend of fantasia and intrigue. We needed to use alluring branding to sell the festival experience, showcasing a magical environment set in luscious summer fields packed with activities and things to explore, from secret woodland parties and hot tubs to a floating restaurant, a secret maze, and zorbing (to name but a few!). We aimed to create a brand that cultivates curiosity and cohesion without being busy or distracting, ensuring that every element adds to the enchanting experience.

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Key Ideas & Insights

Piecing together a plan to brand a festival with an enchanting narrative

We wanted to play on the dreamlike concept and merge it with iconic festival scenes. We looked to fantasy books for inspiration and pulled out the ideas of flying playing cards, a rabbit hole, and a hot air balloon. The site itself was also an inspiration by which we took the unspoilt and serene flowers, greenery and wildlife as well as, glamping tipis, an overgrowing disco ball and brought it to life via the brand. All of these pulled together perfectly to create an intriguing, recognisable brand in the festival and event industry.

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Collaborating with an illustrator to create bespoke assets for an enchanting narrative

We got in touch with the very talented, Mike Winnard, to create some illustrations for Fields of Fantasy. We brief Mike on our design direction and together we developed an aesthetic that gives a rustic, storybook visual that took inspiration from tales like Alice in Wonderland.

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Custom-coded animated website loader

To elevate the magical vision and transport users into a realm of wonder, we designed a custom-coded animated website loader that showcases trees parting. As the trees slowly separate, they reveal the website beneath, creating a gateway that gives the impression of stepping into a fantastical world. This touch of digital magic not only enhances the overall experience but also sets the stage for an immersive journey through the site and runs in parallel with the festival's mission.