mondayfriday’s director Dominique Nelson-Esch created this brand identity for the 2019 inaugural Dam Rock Festival, a full scale local festival that had become an anticipated annual music event in the region. Dominique collaborated with cult music artist Jordan Schiffer (@gurujords) to design the festival lineup poster. With more than 35 artists over 3 days, the floating lilo festival brand was designed with minimal line forms and bright gradients. All font types followed gradients in their brand colours – bringing it to life with the same diversity the music genres offered at the festival.