In 2025, I was commissioned to develop a brand identity for Wax Out West, a festival held in the Otways region of Victoria. The brief positioned the identity somewhere between Studio 54 glamour and 1980s surf culture, balancing nightlife excess with coastal nostalgia.

Guided by keywords such as cosmic, sexy, funky, 80s, out of this world, hilarious, ridiculous, magic in the air, and big smiles, I created a visual language that embraced bold nostalgia, surreal humour, and an exaggerated sense of escapism.

At the centre of the identity was a logo concept depicting two friends with their arms raised in celebration, dancing around an upward spiral that represents Wax Out West: a cosmic Otway experience, expansive, energetic, and ever-evolving.

The project spanned a full identity rollout, including a new logo, brand system, social media design, website design, EDM communications, and a suite of physical assets such as screen-printed tees, stubby holders, event wristbands, and stickers. I also extended the identity into the physical environment through a hand-painted stage, bringing the visual world into the live festival experience.