RAGE BY THE BAY

RAGE By The Bay was developed as an original event property that combined coastal escapism with the energy of an underground music festival. The lineup brought together more than 24 artists, including COLYN, Anyasa and Bullzeye, across progressive, melodic techno, house and experimental sounds.

I led the visual and campaign direction with the intention of creating a world that felt optimistic, surreal and transportive. Rather than following the dark visual conventions associated with electronic music, I wanted the campaign to feel like a utopian escape by the sea.

I developed the core visual identity around dreamy seascapes, hyperreal skies, rainbow lens flares and inflated 3D lettering. The custom bubble-style ‘RAGE’ type became the central visual asset, giving the festival a sense of joy, scale and rebellion.

A lighthouse became a recurring symbol throughout the campaign, representing guidance, energy and the coastal location. I used depth-of-field gradients, carefully controlled shadows and repeated environmental elements to connect individual posts into one consistent world.

The Instagram grid was planned as a continuous visual narrative. Every tile was aligned to flow into the next so that the profile felt like one large canvas rather than a collection of unrelated event posters.

I structured the campaign in phases so that every release had a specific communication purpose. The first phase used ambiguous shoreline imagery and bubble typography to build curiosity before revealing the full concept.

For the lineup reveal, artists were grouped by genre so that the campaign could speak directly to different music communities. Each category used a related visual treatment while remaining part of the same identity system.

I also directed the communication for the VIP experience. A cinematic 3D-rendered VIP deck presented the sunset areas, bars, viewing platforms and artist spaces as a premium product rather than a standard ticket upgrade. This became an important sales and sponsorship asset.

The final phases introduced the darker after-party identity, countdown posts, limited-ticket messages and high-urgency story drops. Distribution included artist collaborations, scene-curator pages, WhatsApp and Telegram communities, influencer kits and paid-ad variations.

Instagram engagement increased by 310% within two weeks. Three of the five ticket phases sold out within hours of launch, while the VIP packages sold out completely within 48 hours of the deck reveal.

The campaign generated more than 5,000 organic expressions of interest before the main paid push, and the Instagram profile reached 300,000+ unique accounts. The shoreline-led visual style also began appearing across other festival communication after the campaign.

I led the branding, visual identity, campaign strategy, content-system planning, grid narrative and direction of the 3D and motion outputs. My role connected creative decisions with marketing psychology, ticketing priorities and audience behaviour.

RAGE By The Bay became a defining project for me because it demonstrated how art direction, campaign pacing and commercial communication can work as one system. It gave me a repeatable framework for building event properties with their own recognisable worlds.