Day of the deadmau5 Event Brand IdentityBranding design
In the summer of 2019, Rising was commissioned to build an event brand identity for five time Grammy nominated producer and DJ deadmau5. The artist had taken on the trademark for “Day of the deadmau5”, which would become an annual show centred around the festivities of “Dia de Muertos” in early November.
Day of the deadmau5
The first event was held at Red Rocks Amphitheatre, located a stone’s throw from Denver, Colorado.
Our considered research took us through the pre-hispanic, toltec and nahua arts and traditions. It’s understood that amongst these cultures, the dead were members of the community, kept alive in memory and spirit, and during this festival they would (for a short term) return to Earth.
We landed on the “Ofrenda” as a key area to work with; aiming to illustrate traditional offerings in the form of candles, flowers and incense which would be built into the notorious head which deadmau5 is so well known for.
Once the marquee and typography had been established, we were set the challenge of designing the artwork for this first event, as well as looking at ways to take the concept to every part of the campaign; from merchandise and street art to instagram filters.
- Creative Director and Animation Ash Woodrow-Smith