project overview
creative direction
product design
Up & Up gave me the responsibility of designing the official Monster Energy Up & Up apparel for our national teams of ambassadors. This project aimed to merge the aesthetics and branding of the Monster Energy Up & Up Festival with contemporary fashion trends found within the EDM scene.
The challenge was to create apparel that not only resonated with a diverse audience but also adhered to the branding guidelines of both entities, ensuring it reflected their collective identity and appealed to ambassadors nationwide. This project aimed to foster community among team members nationally while visually connecting them to the festival series’ brand identity.
solution
To meet the multifaceted requirements of this project, I devised a comprehensive solution that seamlessly merged the vibrant aesthetics of the EDM scene with the branding of the Monster Energy Up & Up Festival. I explored the ever-evolving trends within the scene, blending visual motifs and vibrant color palettes characteristic of the current EDM culture with the unique aesthetics of the festival series. I ensured consistency by retaining the logo and typographic assets from previous ambassador apparel collections while refreshing and updating elements to make the apparel seasonally relevant and complement the new pattern designs.
Through iterative refinement and close communication with both companies’ teams and manufacturers, I ensured that every design element adhered to brand guidelines and production formatting. The result was a collection of stylish, functional, and on-trend apparel that not only represented the spirit and branding of the festival series but also fostered a sense of belonging among team members.
