Bonnaroo Music & Arts Festival
Creating a once-in-a-lifetime experience
Bonnaroo is a place for self-expression. It’s a vibrant, judgment-free community built around music, creativity, and connection. I led the development of a new visual identity that captured this spirit, working with a senior designer, the marketing team, and festival leadership to land a system that felt playful, inclusive, and unmistakably Bonnaroo. Inspired by ’70s artists like Peter Max and John Alcorn, the concept drew from the festival’s unique night life, using dark, spacey backgrounds to make a rainbow of bright colors pop.
Once the identity was in place, I worked closely with creators, merchandisers, and producers to bring it to life across marketing campaigns and on-site festival experiences. Even before the lineup was announced, the teaser art helped sell out 20,000 presale tickets, proving the system resonated and set the tone for the festival experience.
Year: 2018–2019
Role: Art Direction + Design