Welcome to Nowhere is an independent music and arts festival held on a remote piece of farmland outside of Whanganui, Aotearoa-New Zealand. Attendees pitch their tents and settle in for two and a half days of entertainment. The idyllic site is along an unassuming gravel road, 45 minutes outside of mobile phone service. It has a swimming hole, regenerating bush, and sprawling hills.

After four years running the event, the organisers expanded its size and sought to create an identity that would set it apart during a busy festival season. I considered the title of the festival, its location, and its values to come up with the concept of a Map of Nowhere. It depicts a place of sunshine, creativity, and community, while utilising literal illustrations of the festival experience in order to raise awareness among new audiences.