Springfest Music Festival

Springfest is a full-day music festival: seven artists, a host of food trucks, clothing vendors, a geodesic dome, and immersive experiences.

Organization

USC Concerts Committee

Role

Director of Graphics

Project Duration

3 months

Challenge

Springfest is one of the most anticipated campus events of the year. Around 5,000+ attendees—students and people in the surrounding community—come to the event. The goal for the design for this event was to meet the caliber and scope of branding for popular festivals that people attend annually, such as Outside Lands and Coachella.

Process

Previous years have used graphical elements and illustrations for the key art, but I chose to deviate and use photography. Because the festival would be held in April, I juxtaposed flowers with sound equipment to convey springtime vibes. I purchased armfuls of flowers from Downtown Los Angeles and conducted a shoot.

Solution

Three flower teaser posters were posted around campus 2-3 weeks in advance of the event. Other assets such as stickers and digital banners were distributed across campus and online. Finally, each artist of the lineup was released one by one, each day leading up to the festival. The concluding graphic included all artists in an arrangement. Lastly, for event day, I created signage to guide attendees and projection displays for the stage.