Boasting over 210,000 attendees and 80+ artists, Outside Lands has become a behemoth in San Francisco. Founded in 2008, the festival lives in the heart of Golden Gate Park each August, and continues to elate visitors with a blend of top notch music, comedy and culinary programming. As with Bonnaroo's experience, Outside Lands rebrands itself every year, through collaboration with artists and executed across all platforms via Superfly’s internal design team. The brand maintains some consistent elements through seasons, but requires a full re-skin of all digital and social design as well as many on-site components.
I managed the team through the 2014-2017 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.