Gearfest
Creative Direction
Gearfest is a student-produced concert and inclusive safe space that highlights Black music and creative. It is open to all audiences, and prides itself on amplifying Black culture, especially the voices of Black entrepreneurs, artists, and food vendors based in the South Central Los Angeles community.​​​​​​​
As Creative Director for Gearfest, I refreshed the visual identity for the longstanding annual event to improve audience engagement and awareness. I also created a large quantity of graphics and led art direction for photoshoots to be posted to the event's social accounts.
I also led the strategy for a marketing campaign titled, We Know Music. We Know Music sought to highlight Gearfest's reputation for platforming talent before they hit the mainstream. The event has featured headliners like Jhene Aiko, Bruno Mars, Brent Faiyaz, Vic Mensa, 24kGoldn, Ravyn Lenae, and more.
Before we unveiled the theme for the show on socials, we took a more simplistic approach to promotion as a way to keep the theme ("Retro") undercover. Despite this, the design system remained refined, polished, and our marketing featured unique concepts to drive engagement to socials.
Illustrations & Handwritten Type
Samia Smith

Graphics
Sean Guzmán

Photography
Darcy Hatcher