Objective

Rhythm’s Music Festival had pre-existing branding that was created by one of the previous graphic designers, and my job was to follow the branding guidelines while also adapting them to (1) fit the new virtual format and (2) suit this year’s headliner, Rico Nasty.

Approach

A challenged I faced from the get-go was trying to meld together the funky, retro energy of the branding to the bright neon eclecticism of Rico Nasty. Simply changing the colors to something bright cheapened the brand and didn’t work well with the mascots. The first two weeks of the process was spent exploring color and researching Rico Nasty, as well as figuring out how to navigate the existing branding.

Since the original designs were from before the pandemic, they were all made for print. This year, however, the event was virtual, so I had to create social media graphics from scratch while trying to keep the same energy in the layout.