2016 Concept & Event Signage Design for our AXE Collective party at SXSW. Beginning in the concept stages, I art directed a designer to create the logo lockup to give a metal signage type feel to go with the sleek industrial modern vibe of AXE’s new product line.

Once we had the lockup I concepted and designed everything from a sleek faux wood stage backdrop, again a nod to the sleek warm textures that AXE’s products evoked. To transform a bright yellow art deco room to fit the aesthetic of AXE, I concepted and created a faux wood wall inside, using hi res photos on adhesive vinyl to stay within budget. I worked with a production company to bring these ideas to life.

Additionally I curated all of the interior decor to display product in an organic way, choosing industrial metal baskets and custom made sphere baskets that we hung in the windows to casually present the new AXE products to party goers, inviting them to sample and take home!

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Neon Sign

neon

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Entry Sign on Metal

axe-sign

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Custom Metal Spheres

spheres

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Interior “Wood” Wall

woodwall

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Stage Backdrop

rae

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John Legend Performing

jl