Contributions:
Concept Direction – Designed a bold, Gen Z-focused concept for a groundbreaking music festival, backed by Hollister and High School Nation.
Key Art Development – Developed a vibrant visual identity embodying "Feel Good Energy," seamlessly extending across all brand touchpoints while complimenting performing artists.
Team Support – Partnered with the production team to deliver strategic creative support and assets for multiple school-based events across Los Angeles.
Collaboration – Partnered with video and stores teams to fine tune final deliverables and curate stores activations supporting Feel Good Fest.
Results:
Scaled Visual Identity Fast – Clear creative direction enabled seamless rollout across social, event signage, and stage design.
Drove Multi-Season Success – Festival’s impact led Hollister to expand Feel Good Fest into a recurring event with in-store activations.
Boosted Brand Engagement – Energized Gen Z audience, strengthening Hollister’s cultural relevance.
Promoted Mental Wellness – Design helped amplify positive messaging, reinforcing Hollister’s commitment to teen mental health.
Creative Exploration 1: Includes initial font treatment, event poster, special event icons, and proposed merch.
Creative Exploration 2: Includes initial font treatment, event poster, special event icons, and proposed merch.
