Standout Features:
- Surreal central totem artwork with an embedded human eye
- Typographic obliqueness and disruptive, angled layouts
- Dual-paneled layout with chromatic experimentation
Innervisions Day Rave, a refined electronic music event in Sydney, was supported by a visually striking poster campaign from Superhaus®. The design moves beyond conventional music promotion, conveying depth and a hint of mystery with its disruptive art direction to align with the artists' sonic styles.
The visual anchor of the poster is a surreal totem, formed by a digitally rendered stack of rocks. Uniquely, a single realistic human eye is set into the stones at the viewer’s eye level. This choice to use surreal imagery is potent, as academic research on advertising indicates such visuals can significantly pique viewer curiosity and attract attention.
Plus, the backdrop's gradient from peachy to turquoise skies evokes a sense of passing time, fitting for a day-to-night event.
Breaking from traditional event poster layouts, the artist names are presented on bold, slanted blocks in vibrant pink and cobalt blue. The typography employs stark sans-serif fonts with tight kerning. This deliberate obliqueness creates a visual texture that echoes the rhythmic and often unpredictable nature of electronic music.
The poster design often divides into symmetrical or mirrored panels, experimenting with contrasting visual styles and colors. One side might feature atmospheric, realistic imagery, while the other is high-contrast and distorted. This duality represents the blend of organic and digital elements in electronic music culture.
Superhaus®’s design for Innervisions Day Rave showcases the power of visual communication to elevate a music event beyond mere entertainment. The use of surreal imagery and disruptive typography signals a departure from the ordinary, promising a uniquely immersive and intellectually engaging experience for attendees.
