Kim Luong – Portfolio

Lawntopia 2025

Client

Wasserman Music Group,

Primary Talent International,

AAE Music

Timeline

2 months

Role

Branding, Marketing

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.

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

Project Goal #1

Create a strong visual brand with assets that are distinguishable and thorough for other company committees to utilize.

ITERATION

Moodboarding

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. Ultimately, we synthesized all ideas into one document.

FINAL BRAND CONCEPT

All Roads Lead to Lawntopia

We collaborated with the promotions team to develop graphics according to this year’s tagline “All Roads Lead to Lawntopia.”

We tell the story of a dreamlike journey unfolding as three distinct characters from different walks of life mysteriously find themselves drawn toward the same destination: a vast, ethereal field bathed in golden light. Through a series of surreal and visually poetic moments, they each encounter a mysterious door, stepping into the unknown—ultimately converging in Lawntopia, a place that defies reality, where nature, music, and energy unite. The final designs feature heavy inspirations from road signage and transportation related fonts.

Director: Nyla Hinton // Producer: Miray Savluk // Director of Image: Dominic Bernabe // Sound Design: Gabe Peters

Project Goal #2

Design a robust website to serve as the central platform for ticket storefront, event updates, and sponsorship promotion.

Home Page

On the homepage, users are first greeted with important information such as the concert date, old event recaps, and an opportunity to opt-in for notifications.

Frequently Asked Questions

This year, we transitioned into a formal ticketing system. To address all frequently asked questions about tickets and safety, we created an individual page for attendees to refer to.

Artist Lineup

The artist lineup section introduces our talent and encourages attendees to check out their socials prior to the event! We linked all social media for individuals to browse at their own convenience.