FLATS FLOWS
Event Branding and
Promotional Design
Production Design, Art 362 | Fall 2025
Timeline: 2 weeks | Adobe Suite
PROCESS
I began this project by looking into the history of festival posters and their duel role as promotional materials and collectible art. I then selected Jacobs Pavilion in my hometown of Cleveland, Ohio, as the event location and chose artists from the hip-hop genre to perform. To guide the visual direction, I researched the surrounding environment and Cleveland’s urban architecture to incorporate local elements into the design.
INSPIRATION
My initial inspiration came from Brutalism. After deciding the location and the artists, I felt that Brutalism’s raw, urban aesthetic perfectly complimented the imagery and energy I wanted to communicate. These are posters I specifically drew inspiration from.
SKETCHES
When developing the logotype, I drew inspiration from Cleveland’s industrial architecture, the organic movement of Lake Erie, and the expressive energy of hip-hop.
fonts and color
When deciding on fonts, I was interested in finding a balance between looseness and control—a display typeface with expressive movement and a body font with strong structure.
Swear Display Italic introduces motion within the poster’s rigid framework, alluding to both hip-hop’s expressive flow and the movement of Lake Erie. Coolvetica, with its variations, has bold weight which convey the striking energy of Cleveland’s industrial landscape and the dynamics of the
hip-hop community.
I chose blue to reflect the water surrounding the venue and red to convey movement and urgency, mirroring the energy and rhythm of hip-hop music.
FINAL DESIGNS
