Made in America Music Festival
The Made in America Music Festival is sponsored and curated by Roc Nation with Jay-Z being at the fore-front of its foundation. The festival occurs every year in the city of Philadelphia during Labor Day Weekend. The impetus for this place and time is its representation of freedom. In 2022, Made in America celebrated its 10th anniversary;
the purpose of this rebrand was to encourage younger audiences to attend. After research and observation about the festival, it was clear to me that the branding was mirrored after Jay-Z’s personal brand, meaning, because of the time Jay-Z debuted, it might attract an older audience. He personally is one of my favorite artists but I would not consider myself the average young person. The focus of this rebrand was to fill in the gaps of what I was not able to find through research, but I thought would enhance the experience of the user .
*Disclaimer: This is a concept based project and not at all affiliated with Roc Nation or the Made in America Music Festival
My Role: Creative Director, Researcher and UI Designer
Problem Statement: How might we reach a younger audience, making them want to attend the festival?
Who is the User?
The intended goal was to gain a younger audience within their mid-20s to mid-30s. I imagine that festival-goers are people who love music and are fellow artists of some sort. The type of audience that loves to have fun but is more mature.
My journey started off with evaluating the brand to see what I was already given. At first glance, I did not see a lot of information about the festival. I soon learned this is expected to create suspense around the event. My next step was to do some user testing via my Instagram story to see what the people were saying. The testing was very informal but quite informative (See screenshots below).
2017 Logo
Current Logo
Rebranded Logo
Logo Breakdown
Grayscale Logomark
Typography
Color Palette
In order to have a full experience I included day passes to match the ticket that each user purchased, something for the user to take home with them.
On the left, you can see the current hero image on top, with the hero image I created underneath. There is a contrast in color in the bottom hero image. I went as far as to add a navigation menu so users can find event details and other ways to be involved, all in one place.
"So it was a way to bring all music and all people together... That’s what music is about—it brings people together from all different walks of life.” - Desiree Perez, Roc Nation CEO
Final Results - Brand Guidelines
Take Aways & Next Steps
With further iterations I would like to focus on highlighting other artists outside of the typical R&B and Hip-Hop genres showcasing the multi-cultural aspect that Roc Nation would like to portray.