Building a Cultural Phenomenon:

The Creative Vision for All Things Go

The Client: All things go

Project Brief: To execute a comprehensive 360-degree campaign for the All Things Go Music Festival, guiding the creative direction since 2020 and transforming the festival from a smaller event into a major cultural phenomenon with 70,000 attendees in 2024. The goal was to blend brand identity, digital experiences, physical merchandise, and strategic marketing to create a lasting and immersive festival experience.

Creative Direction & Strategy

Since 2020, I’ve led the creative vision for the All Things Go Music Festival, evolving it from a niche event into a large-scale, sold-out festival. Each year, I built upon the previous campaign, driving brand visibility and audience engagement.

  • Brand Identity & Character Design: Developed a vibrant brand identity and dynamic character designs, keeping the brand fresh and consistent across digital, physical, and experiential touchpoints.

  • 3D Design & Animation: Directed immersive 3D animations and visuals that enhanced digital campaigns, stage visuals, and interactive experiences.

  • Interactive Digital Tools: Created engaging digital tools that amplified audience participation before, during, and after the event, fostering lasting engagement.

  • Marketing & Merchandise: Produced impactful marketing collateral and guided merchandise strategy, contributing to increased sales and extending the brand’s reach.

  • Cross-Platform Execution: Executed a cohesive cross-platform strategy, ensuring brand consistency across web, social, mobile, print, and physical environments.

The Objective : To create a strong, recognizable brand identity for ABLO.AI that reflects its innovative and tech-forward nature, and to explore how to effectively integrate AI into the design process to enhance creativity and efficiency.

The Result & Impact

Outcomes:

  • Directed creative vision and execution for the All Things Go Music Festival, transforming it into a major festival with 70,000 attendees in 2024. Managed brand identity, character design, marketing collateral, and merchandise development, contributing to a 70% increase in attendance year-over-year.

  • From Niche to Major Event: Successfully transformed the festival from a smaller event to a major cultural festival with 70,000 attendees in 2024.

  • Sold-Out Events Annually: From 2020 to 2024, each festival achieved sold-out status, showcasing the strength of audience engagement and the effectiveness of an evolving, integrated campaign.

  • Brand Perception: Elevated All Things Go as a forward-thinking, digitally savvy music festival that delivers an unparalleled experience both online and in person.

  • Merchandise Success: Festival merchandise became highly sought-after, contributing to brand visibility and revenue growth.

Metrics:

  • 70% Increase in Attendance in 2024: Achieved significant year-over-year attendance growth, culminating in 70,000 attendees in 2024.

  • High Engagement Rates: Social media engagement consistently grew, with interactive elements driving participation and shares.

  • Revenue Growth: Merchandise sales exceeded projections each year, supporting the festival’s financial success and building brand loyalty.

HERE MORE STORIES

Pending publishment due to confidentiality!

Because of the confidential nature of the work, I can't publicly share artifacts from my design process, but I'd be happy to show them to you in person if you'd like.
Feel free to reach out.