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.

The 2021 identity told the story of the festival through literal illustration, then the 2022 identity centred native animals you might find on the festival grounds. Over the years, Welcome to Nowhere has grown in popularity and awareness, leaving room for an abstract approach in 2023. The final artwork celebrates the land that makes this community event so special. Textured backgrounds created from photographs of harakeke (Aotearoa flax) are layered under illustration inspired by the undulating topography of the site. The headline typography echoes the billowing linework of the illustration and the swooping shapes found in the harakeke. More to come.