Sugarush: Music Festival Identity

Spring 2021

BRIEF

Our task was to create a music festival identity from the ground up. Create the setlist, name, designs, colors, merchandising, all of it!

IDEA

I created a hyperpop music festival called Sugarush with a heavy nod towards the genre’s roots. Hyperpop’s foundations were laid by women and LGBTQ+ artists, so I created a setlist comprised of artists primarily from those two demographics.

FIELDS

Identity Design
Branding
Merchandising

Process

Name & Colors:

SUGAR

The stereotype of women being “sweet”

RUSH

The rough, intense energy of hyperpop

SUGARUSH

Femininity and intensity

THE NAME

The name Sugarush is a juxtaposition of stereotypically “feminine” concepts with rough energy that reflects the genre of hyperpop.

#221F1F

#EC2789

#F1F2F2

Metal Effect

COLOR CHOICES

For this festival I chose the stereotypically feminine color, pink, is shown in a harsher hue and juxtaposed with rough metal textures and a rich black.