Identity and event design for the brand new 5-day activation Mazda Studio at Empire this year at SXSW, which quickly made a name for itself as one of the top festival destinations.
I was inspired by Mazda’s elegant and more high end design, and challenged myself to make that work with Austin’s quirks and wit. This led to using premium materials like walnut and smooth black surfaces, with more industrial touches like the chain lightbox sign and rustic wood floating posters on corrugated metal. I worked with the SPIN/Billboard production team and provided creative direction for the event down to every detail. My involvement, from strategy to execution, included creating mocks & renderings of each creative piece, building technical print files, all the way to the final stages of working with a production company to bring them to life.
Logo in Use
Pattern In Use
Empire had many blank surfaces to play with, including a totally empty old metal sign post. I had the idea to put a large stenciled walnut sign up there, lighting it subtly.
I had the idea to create a lightbox sign to be an immediate form of branding when guests entered the venue. This fit in seamlessly with the industrial vibe of the venue.