project overview
creative direction
Event production
Marketing
Advertising Design
Monster Energy’s Up & Up Festival, produced by the number one college music festival promoter in the United States, is the largest national college festival series. As the Creative Director and Senior Event Producer, I was responsible for designing official digital and print advertising materials for events I'd market and produce for various renowned EDM headliners across the nation. These marketing assets needed to merge both Monster Energy's and the artists' branding cohesively. Moreover, I needed to create these assets in a versatile manner so that they could be utilized for social media marketing across a multitude of different platforms and as printed materials for in-person marketing.
Additionally, marketing plans that utilize the advertising materials to promote the events would then need to be crafted and implemented within teams across the country that each producer recruits and manages.
solution
In designing the advertising materials, I focused on seamlessly merging Monster Energy's dynamic branding with the unique identities of the artists while implementing effective hierarchy. Adhering to Monster’s brand guidelines and requests made by artists’ teams, the solution involved creating cohesive visual language that incorporated elements from both the company’s and artists’ brands, such as Monster’s color palette and edgy graphics, alongside the distinct aesthetics of each artist. By carefully balancing these elements, I ensured that the marketing assets not only captured the energy and excitement of the events but also reflected the individuality of each performer. Through applying complementary hierarchy, I effectively optimized the assets efficiency at delivering information to the consumer.
To maximize versatility across social media platforms and printed materials, I crafted designs with scalable graphics and adaptable layouts, allowing for easy customization while maintaining consistency across different mediums. This approach ensures that the advertising materials effectively engage audiences both online and offline, driving excitement and anticipation for the upcoming festival experience.
