Pure Options needed a visual identity for the Disco Lines concert to attract college audiences while maintaining consistency across print, social, and digital advertising channels.
The first phase of the project involved establishing a visual identity for the brand. The Disco Lines team and Pure Options collaborated heavily to develop a look that everyone agreed upon. We went through several iterations before arriving at the final design. When going into the project, I knew I wanted to bring in this bright blue to make it pop off the page and add a morphed disco ball in the background.
The initial drafts feature colors that match the "Disco Lines" branding aesthetic. I experimented with various layouts to incorporate some of the common visuals he used in his sets. From research, I found that he often used bright colors, mushrooms, and graphics as visuals between his merch and during his concerts. Additionally, I included illustrations to capture a fun and hippie-inspired atmosphere.
I found that these elements, though on-brand, were too distracting from the main objective. They may also have confused consumers about the concept of the event as a cannabis consumption concert.
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The final graphic uses fewer illustrations to make the information the highlight of the poster, while promoting the various sponsors. Keeping the electric blue and distorted disco background allowed for the graphic to catch attention and energy, but made the design more functional for marketing. This also made recreating the visual in different media easier. During this process, we worked with Disco Line's team to create something that would work for both his brand and ours.
We then transformed the poster into prints, billboards, in-store graphics, social graphics, and email advertisements throughout the Pure Options store and the general Lansing area. We went on East Lansing's campus to hand out flyers, promote the event in local store windows, and make sure to mention and hand out postcard flyers in stores.
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