In collaboration with Golden Days Festival, we developed the identity and communication for Christian Falsnaes’ performance art piece “Arbejdstid”, a thought-provoking installation designed to explore the concept of work as a process rather than an outcome. Part of Golden Days Festival 2024, themed WORK, the piece invites passersby to participate in a repetitive task that blurs the line between art, labor, and time.

Located at Kongens Nytorv, “Arbejdstid” is a minimalist performance installation that consists of a large wall, which participants are continuously asked to paint—first white, then black, and then white again—in an endless loop. The focus is not on the final result but on the accumulation of labor hours contributed by the participants. The ongoing act of painting becomes both the medium and the message, inviting reflection on the value of work in itself, independent of tangible outcomes.

The visual identity was designed to reflect the raw and repetitive nature of the performance, emphasizing process over product. The communication materials draw on the simplicity and monotony of the task, using minimalist typography and bold, contrasting black-and-white visuals to echo the cyclical act of painting the wall. The design serves as an extension of the performance, turning the identity into part of the artwork’s narrative.

“Arbejdstid” challenges conventional notions of work and value, engaging the public in an ongoing reflection on the significance of labour in modern society. The visual identity reinforces this dialogue, inviting participation while making the process itself the centerpiece of the experience.

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