Insomniac
character system
Insomniac’s festivals bring together music, art, fashion, and community at massive scale. The challenge was to translate that energy into a character system that could express the brand’s spirit while celebrating the diversity of its audience.
The concept introduced a cast of characters designed to embody the Insomniac world. Each character represented different personalities, styles, and emotions found within the Headliner community, creating a playful yet meaningful way to reflect the brand’s values of joy, inclusivity, and self-expression.
The character system was designed to live beyond illustration. A dedicated digital experience allowed fans to meet each character individually, explore their stories, and find the ones they connected with most. Together, the characters formed a flexible narrative layer that brought the Insomniac brand to life across digital touchpoints.