The founder had a bold belief: a festival could do more than entertain—it could create real community. Zappos' Tony Hsieh was transforming the area into a tech and culture hub. The city had momentum but lacked a soul-sized spark. We were brought in at true zero—no brand, no team, no infrastructure. The challenge was designing a feeling that could scale across 18 city blocks, work in every medium from signage to mobile to social, and convince 70,000 people to show up for something that had never existed before.
Brand & Identity
Won the creative pitch and embedded with the founding team. The concept took shape from the city itself—downtown Las Vegas isn't polished, it's layered and alive. We translated that spirit into a design system that felt hand-built and high-energy: bold typography, saturated color, textured layers, and a visual language that could flex from 40-foot murals to mobile screens without losing its charge.
Digital Platform & Mobile
Built the full digital ecosystem: a custom CMS for content and artist management, the public-facing website, and the native mobile app for on-the-ground navigation, schedules, and real-time updates across 18 blocks. The app had to work at scale in a dense urban environment with unreliable connectivity.
Experience System
Designed the physical wayfinding and environmental graphics that turned city blocks into a coherent festival experience. Every touchpoint—digital, physical, experiential—was part of one system, built to evolve year over year.
70,000 people surged through downtown Las Vegas on opening day. The festival went on to become one of the most successful in the country, fueled by a creative foundation built to evolve and inspire. The brand we built didn't just launch a festival—it sparked a cultural landmark that helped anchor the revitalization of an entire neighborhood.
From zero to 70,000 on day one. The brand that sparked a cultural landmark.
