For this project, I created a visual identity for the deals we were running at the Movement music festival in Detroit. I wanted to encapsulate the feeling and aesthetic of Hart Plaza (where the festival takes place in downtown Detroit) and the music in the city. I used the festival colors to reach the audience and assets related to Downtown Detroit, Hard Plaza, and the music scene.
I wanted to create a new brand identity outside our typical brand to reach a new audience, speak to the festival-goers' personas, and give the campaign its own identity.
We had a mobile billboard drive around the Detroit area that day to promote the store.
We created various-sized designs using assets from the poster to make Meta Ads to promote outside the cannabis space.
We had two deals running at the same time, so we inverted the colors to advertise the alternate deal.
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