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Lawntopia
A hip-hop concert for university students
Lawntopia (concept redesign)
Client
UC Davis Entertainment Council
Design Constraints
-Must include event name, date, time, and location
-11x17 canvas size
Tools Used
Photoshop
Contributions
Design Research, Creative Pitch, Art Direction, Copywriting
I chose to redesign the event poster from the UC Davis 2023 Lawntopia concert because I felt the actual poster used for promotion was a missed opportunity creatively. Hip-hop also has lots of exciting imagery that fits within a favorite aesthetic of mine.
First, I researched and wrote a creative pitch that established my audience and purpose. Then, I began looking into hip-hop posters for inspiration and exploring issues with past Lawntopia posters.
I put together a list of problems that I would try to avoid in my redesign:
1. Looked too much like a template, not unique
2. Performer, genre, and or event was unclear
3. Design was too simple or too complicated
Results
I wanted a strong sense of the performer's genre of music to come through the typography, colors, and graphic elements, something that was unclear in previous Lawntopia posters.
I searched for fun, handwritten fonts that encapsulated the vibrancy and passion of Isaiah Rashad's music, but didn't find any that resonated. I decided to instead hand-draw all the writing and liked the personal touch it gave. From there, I decided to lean into the organic, human element of the design by adding imperfect brush strokes and paint splatters.
I concentrated the paint splatters in the negative spaces of the image, specifically on the right side to draw viewers away from his hand, which already commanded lots of attention. Instead, I wanted to redirect their eyes to the important information of the date and location as the rest of the text already stands out with size.
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