Bonnaroo has become more than just a yearly music festival, it’s evolved into a cultural icon, uniting 100,000 people annually to enjoy entertainment of all varieties.
A unique facet of Bonnaroo’s experience is that it aesthetically rebrands itself every year, through collaboration with artists and executed across all platforms via Superfly’s internal design team. I managed the team through the 2014-2016 festival seasons, participating in anything from brand development/execution, to resource management and consulting with department heads to improve process and explore new creative opportunities for the team. During my tenure, we moved all branding, marketing, digital, sales, on-site signage and social design in-house, which lowered Superfly's dependence on freelance resources and sharpened the festival's high brand standards.
Following Live Nation's purchase of the IP in 2017, I consulted and transitioned the creative IP over to their their team in Nashville and developed the Bonnaroo Evergreen logo, which you can view here.
Bonnaroo commissioned independent filmmakers Already Alive to show the festival in a way that words fail to capture. The end result is The Bonnaroo Experience, an intimate lens into this incredible community bound together by music, elevated connection, and limitless possibility.
Focused on improving Bonnaroo’s overall process, I worked diligently to move all branding, marketing, digital, sales, on-site signage and social design in-house, to analyze the festival's needs and maintain high brand standards. Ultimately, having a tight core team of brand stewards lowered the team's dependence on freelance resources, improve lead time and allow new creative avenues to be explored.
