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Outside Lands Brand Refresh + 2019 Festival

I cut my teeth on Outside Lands back in 2016, where it was the first large-scale project I led design on with Superfly. In 2019, I grabbed the brand by the horns and updated it, pulling the branding, strategy, motion language, and advertising more in line with the festival’s reality: a cutting-edge-but-laid-back, future-forward celebration of the Bay Area. In collaboration with brand manager Caitlin Maloney, junior designer Brendan Robson, and lead dev Sam White, I reimagined the site, refreshed the logo, and collaborated on iconography with illustrator Vicki Turner, all to create a flexible, identifiable, 100% authentic identity toolkit. 2019 saw a massive uptick in our social media followings and engagement rates, as well as faster click-throughs on the website and a barrage of positive feedback on the site’s balance of simplicity and experience.

Project Roles
Content Strategist, Creative Director, Designer, UI Designer, UX/IA Designer
Company
Superfly
Skills
Art Direction, Creative Direction, Design, Experience Design
Media
Brand Identity, Branded Content, Websites
Project Industries
Entertainment, Music
Outside Lands Brand Refresh + 2019 Festival
Outside Lands Brand Refresh + 2019 Festival
Outside Lands Brand Refresh + 2019 Festival
Outside Lands Brand Refresh + 2019 Festival
Outside Lands Brand Refresh + 2019 Festival
Outside Lands Brand Refresh + 2019 Festival
Outside Lands Brand Refresh + 2019 Festival