Categories  /   Festival Branding, Design Systems
Timeframe  /   10/15 - 3/16
My Role  /  Lead Art Director
Partners  /  Alex Bodman, Creative Director; Andreas Lindahl & Kim Binks, Art Directors; Stefan Klapko, Photography; MAS Events, Production; Ramona Sidlo & Kristen Distler, Experiential Marketing; Lindsay Fischler, Brand Manager
Press  /  Adweek

Objective  /  Create a festival branding system for Spotify’s week-long party at SXSW that promotes music discovery.

Solution  /  Through bright colors and organic shapes, our design solution encouraged a friendly and fun enviroment where fans could connect directly with their favorite artists and discover new talent.

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Facade mural by Andreas Lindahl

The dynamic color palette anchored the system across print, merch, screen, signage and stage branding.

Our user research team conducted on-site interviews with superfans, who were rewarded with an artist-signed poster.

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Snapchat was the hero app of SX ‘16. We had a lot of fun both making and using the Spotify-owned filters. We created filters for different times of day inspired by SXSW festival attendees behavior.  

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