The sign is a low Japanese table seen from above. The day programme uses it folded. For the night stages the same panels are opened into a grid.
FUJI runs talks and workshops in the daytime and music stages at night, on the same field. The organisers had the name and this format, and they were choosing a designer. I came to them with this identity.
Talks attract people who want to sit and listen. The stages attract people who came to dance. A festival look usually suits one of these groups better.
A separate night identity would need its own files, its own print runs and a second name to explain to partners.
Visitors walk across open ground between zones and see a sign long before they can read it.
Four floor mats around a low table. People sit there and talk, so the shape faces its centre. The daytime programme works the same way: lectures, discussions, workshops.
I built the sign like a piece of origami. Folded, it is the day sign. When the panels open around an empty centre, it becomes the night sign.
Every graphic is cut from five shapes on a 5 cm grid, and every cut is at 45°. No other shape appears anywhere in the identity.
Red and blush are used for the day programme, blue and lavender for the night. Bone and black appear in both and carry all the type.
League Spartan is used for large text: the logo, headings, stage names and dates. Space Grotesk is used for small text: schedules, captions and fine print.
Night Stage
Fuji Field, Japan
Workshops
Community
Each item carries one graphic, at the largest size the item allows. Between items only the scale and the crop change.
Movement
Freedom
At night the programme moves to the stages and the sign unfolds. Blue reads like light on black. Lavender is kept for information.
Bone signs lead to talks, black signs to the stages, lavender signs to info points and toilets. A visitor sees where a sign leads before reading it.
This is a pitch, so there are no launch figures yet. The organisers get one system for both programmes, with rules simple enough to extend.
Eyelets, snaps and pulls are cut from the same octagon and 45° corner, so the merch hardware matches the print.
The brief had a name and a two-part format. Before drawing anything I had to decide which zones belong to the day, which to the night, and where the switch happens.
Print a ticket and a wristband at real size to check the 5 cm module. Read the signs from 20 metres away. Print both palettes in greyscale to see whether day and night still differ by shape.