SPRINGFEST

Skills: Design, Illustration, Print
Client: USC Concerts Committee

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Springfest 2015 | USC’s Coachella 
Springfest is the annual day long music festival that happens during the Spring semester at USC put on by USC Concerts Committee. As Director of Design of USC Concerts Committee, I was responsible for creating all graphics for this event as well as creating a marketing strategy. Thinking about how to market the event without releasing the lineup (we typically do not release our artists until a couple days before the show due to contractual issues), I created these exploding flower head graphics to depict the idea of Springtime in an original and eye catching way.

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The way we decided to reveal the lineup, and deal with the slow nature of the contract signing, was by covering the lineup with the flowers and slowly revealing the names as we confirmed them. This built-up a lot of excitement within the student body and proved to be a great strategy to reveal our headliners. This idea was used across different kinds of media as a marketing platform through a variety of outlets. Our lineup was incredibly diverse– from rap to alternative, and indie rock to pop, I wanted to make something that could be universally fitting and exciting for each artist. Performers included: 2 Chainz, Portugal. The Man, GTA, BØRNS, Isaiah Rashad, Audio Push, HOLYCHILD, & Walla.
Design & Illustration – Kelly Malka