Sound of Dawn is a hypothetical music festival based in Inverness, California during the first weekend of winter. The concept of the festival is to usher in the colder and darker months with the warmth of folk and ambient music. Playing on the idea that even in the dead of winter, there will always be a new day, a new light “Dawn” is the working metaphor for this. The identity attempts to encapsulate this feeling through a custom drawn wordmark and accompanying brand system.