Lawntopia 2025
Client
Wasserman Music Group,
Primary Talent International,
AAE Music
Timeline
2 months
Tools
Adobe Photoshop, After Effects, Illustrator,
Figma, Womp3D
Team
Britney Sun,
Kat Cho,
Katie Castro
Overview
Context
Lawntopia is UC Davis' largest annual spring concert, hosted by the ASUCD Entertainment Council. In Spring 2025, the event featured Don Toliver, Odd Mob, and UMI as its headlining artists. We coordinated directly with major talent agencies including, Wasserman Music Group, Primary Talent International, and AAE Music – which required working with a limited set of approved artist assets and strict guidelines.
My role
As a Co-Design Coordinator, I was responsible for developing the event's visual identity and marketing campaign, creating a cohesive brand experience across digital, print, merchandise, and on-site touchpoints.
Target Audience
The primary audience was UC Davis students, with the goal of generating excitement, driving ticket sales, and creating a memorable festival experience that united the campus community before the end of the academic year.
PREVIEW
Solutions
ITERATION
Moodboarding
Because these three artists span vastly different genres, from rap and house/techno to R&B, our challenge was taking three distinct artist aesthetics and uniting them into one cohesive, high-impact festival brand identity.
We began by having each member of our design committee collect inspiration photos on Pinterest, Cosmos, and Behance. Then, we did a dotting activity to identify recurring trends and elements present in each of our boards.
CAMPAIGN ROLLOUT & EXECUTION
Across Digital, physical, and production touchpoints
Working with external vendors, printers, and production timelines meant our internal design deadlines had to be finalized nearly two weeks before launch. We created a structured rollout roadmap that kept the design team aligned with promotions and production throughout the campaign.
This ensured every touchpoint, from social media to physical signage, felt cohesive while giving each campaign milestone a clear purpose and building anticipation leading up to the festival.
FINAL BRAND CONCEPT
All Roads Lead to Lawntopia
Our team collaborated closely with the promotions team to develop Lawntopia 2025's visual identity around the tagline, "All Roads Lead to Lawntopia."
Since Lawntopia was moving indoors for the first time, I proposed the concept of a door in a field that opens into the show as the foundation of the campaign. The door represented the transition from the festival’s outdoor roots into a new concert environment, creating a visual invitation for audiences to step into something unfamiliar.
To reinforce the concept visually, the final identity drew heavily from transportation systems, incorporating road signage, highway iconography, and transit-inspired typography. I blended the visual languages of each headliner – Don Toliver's urban aesthetic, Odd Mob's futuristic energy, and UMI's organic warmth – into a cohesive brand system.
Director: Nyla Hinton
Producer: Miray Savluk
Director of Image: Dominic Bernabe
Sound Design: Gabe Peters
WEBSITE DESIGN
Prioritizing clarity, ticketing, and artist discovery across web and mobile
For the website, I designed the experience around the primary traffic sources – Instagram and SMS – ensuring the homepage immediately answered attendees' most important questions: when the event was, who was performing, and how to stay updated.
Because this was Lawntopia's first year using a dedicated ticketing platform, I created a standalone FAQ page that made ticketing details and event information easy to find without overwhelming the homepage. To build anticipation ahead of the festival, I also designed an artist section that encouraged discovery by linking directly to each performer's social channels.
Throughout the campaign, I managed ongoing website updates and designed responsive mobile layouts, ensuring a seamless experience across devices as event details evolved.
CREATIVE MARKETING STRATEGIES
Bringing the Lawntopia identity to life across social, SMS, and physical touchpoints.
Translating the brand concept into a full campaign experience, I helped develop a multi-channel marketing rollout designed to build anticipation leading up to the event. This included social media graphics, an Instagram refresh, SMS marketing visuals, physical banner reveals, and promotional assets featuring subtle visual clues about the headliners.
By incorporating hidden details throughout the campaign, we encouraged audience participation and speculation, sparking conversations in the comments and driving organic engagement across social platforms.
In-Person Banner Reveal
SMS Event Promotion
Video Teasers
Ticket Giveaways
Final Designs
Artist Announcements
Vinyl Event Banner
Printed Event Posters
3D Stage Graphics
Merchandise
Instagram Carousel Posts
Signage
