Bonnaroo has become more than just a yearly music festival, it’s evolved into a cultural icon, uniting 100,000 people annually to enjoy entertainment of all varieties.
A unique facet of Bonnaroo’s experience is that it aesthetically rebrands itself every year, through collaboration with artists and executed across all platforms via Superfly’s internal design team. I managed the team through the 2014-2016 festival seasons, participating in anything from brand development/execution, to resource management and consulting with department heads to improve process and explore new creative opportunities for the team. During my tenure, we moved all branding, marketing, digital, sales, on-site signage and social design in-house, which lowered Superfly's dependence on freelance resources and sharpened the festival's high brand standards.
Following Live Nation's purchase of the IP in 2017, I consulted and transitioned the creative IP over to their their team in Nashville and developed the Bonnaroo Evergreen logo, which you can view here.
Focused on improving Bonnaroo’s overall process, I worked diligently to move all branding, marketing, digital, sales, on-site signage and social design in-house, to analyze the festival's needs and maintain high brand standards. Ultimately, having a tight core team of brand stewards lowered the team's dependence on freelance resources, improve lead time and allow new creative avenues to be explored.
