New York is not a place for pop. It's not a town of actors who want to be singers who want to be famous and get on the Fuse network. We like our music a little louder, we like our beats a little harder, and we like our parties a whole lot dirtier.

Such was the premise behind the first Avant Garden event, a multi-sensory event experience put together by Defined by Media and FreeNYC. Comprised of three live performances, seven DJs, and six multimedia artists, the event was a full sensory spectacle. To match the event, Defined by Media developed the key art and identity for the event (above) as a visual contrast between the celebration of new artists and the “dirtier,” intrigue of the city’s night life. The artwork was later extended into magazine ads, flyers (below) and online banners.