Lyrical Lemonade Summer Smash
The goal of this project was to rebrand an existing festival. I decided to select the Lyrical Lemonade Summer Smash music festival. A Chicago music festival featuring a wide variety of artists in the rap genre.
What is Lyrical Lemonade?
Lyrical Lemonade was started in 2013 as a blog by the founder and head creative Cole Bennett. As an aspiring artist Cole posted the music videos he filmed to the blog which eventually gained traction and grew into a very successful company.
The goal of Lyrical Lemonade is to push young and up and coming artists into the spotlight. Cole uses experimental camera techniques and stylized animated graphics to add a lighthearted and fun representation to rap songs.
What is Summer Smash?
The Lyrical Lemonade Summer Smash is an extension of the brand and holds the same ideals but in a 3 day event format.
The goal of this event is to create a space for artists to preform since many venues in Chicago turned down rappers and other artists in the past.
My Design Approach
For this visual design system I wanted to keep the same lighthearted and fun
feeling that the Lyrical Lemonade company conveys. A rising sun is representative of a new day full of opportunities, reflecting optimism and happiness. This doubles in meaning because a rising sun portrays “shining a light” on new talent and music as Lyrical Lemonade does.
Process
Final
Touchpoints
My concept was to have a new visual theme every year with the year I designed for being ai generated textures. My touch points include festival wristbands, a lyrical lemonade can, t-shirts, a billboard, festival drink cups, and a photo backdrop for festival-goers.
