Festival campaign / Merchandise / Wayfinding
RoadTrip Music Festival
The assignment
Turn one strong poster direction into a festival-sized system.
An existing festival direction expanded into a practical, energetic system spanning promotion, merchandise and the live event environment.
RoadTrip needed more than a hero graphic. The visual language had to guide social content, apparel, merchandise and early wayfinding while staying recognizable across very different sizes, materials and production requirements.
Expanding the toolkit
Build with the parts already inside the idea.
Rather than reinventing the campaign, the system pulls forward its strongest ingredients: the car, Kingston skyline, distressed lettering, sunset palette and road-trip ephemera. Those elements become a modular kit that can shift with the format without losing the festival’s character.
Social campaign / six reusable Instagram templates
In practice
From the feed to the festival grounds.
The expanded toolkit gives the campaign enough range for artist announcements, wearable merchandise, small-format stickers and early event wayfinding while keeping the same road-worn character.
The outcome
A flexible rollout with real-world range.
The expanded system includes social templates, apparel, stickers, patches, merchandise guidance and early site mapping. Production guidelines help the client keep the intentionally rough visual language controlled and consistent.