The creative direction for Block Party was rooted in capturing the energy of the event itself. As Liberty University’s kickoff celebration for the school year, the event represents that transition out of summer and into a new season of campus life: loud, energetic, nostalgic, and full of anticipation. With Forrest Frank headlining the event, the visuals needed to feel equally vibrant and experience-driven.

To reflect that atmosphere, I leaned into a retro-inspired visual style paired with playful illustrations and bold colour choices. The goal was to create something that felt approachable and exciting while still visually commanding across large-scale applications. Every design decision was made to reinforce the feeling of movement, fun, and community that defines the event experience.

The campaign expanded across a wide range of both digital and physical touchpoints. Digital deliverables included web graphics, Instagram and Facebook assets, and screen advertisements, while the physical campaign extended into large-format stage banners and festival-wide signage. The final identity system was designed to create a cohesive visual experience from the moment attendees first saw promotional materials online to the moment they stepped onto event grounds.

The event ultimately welcomed over 15,000 attendees and was promoted across social platforms with audiences ranging from 30,000 to 100,000 followers, making it a project that required both strong creative direction and scalable execution across multiple formats and environments.