insomniac

Overview:

I was contracted by Insomniac as the Art Director to create the visual design system for BASSRUSH Arizona, their summer music festival focused on bass-driven electronic music. Working from a brief provided by the internal design team, I developed a cohesive identity that carried across digital, print, and on-site applications.

The creative direction was rooted in a cut-and-paste collage style, drawing from vintage sci-fi pulp magazines, punk-era xerox flyers, and textured analog elements. Visually, the campaign tied into the Arizona setting through desert landscapes and cosmic motifs, giving the festival a distinct look that felt tactile, immersive, and grounded in place.

In addition to the BASSRUSH campaign, I created a companion asset designed to bridge both BASSRUSH and NIGHT TRIP using the same visual language. This shared system helped connect two of Insomniac’s major summer events while allowing each to maintain its own identity.

Responsibilities:

• Creative Development and Design Execution
  I developed the full visual system for the festival, weaving in vintage sci-fi references and Arizona-specific motifs. The artwork featured layered terrain textures, cosmic graphics, oversized typography, and worn paper treatments to create a raw, tactile feel. I designed the main lineup poster, individual artist graphics, and all key creative for use across digital and print formats.

• Multi-Platform Asset Design
  I delivered a complete set of assets including Instagram tiles, stories, promotional posters, venue signage, and web graphics. Each asset was built to reinforce the overall visual language and adapt fluidly across scale and medium.

• Cross-Campaign System Design
  I extended the core visual identity into a second asset that bridged BASSRUSH Arizona and NIGHT TRIP. This system used shared typography, layout rules, and collage treatments to create consistency between the two brands, while allowing for distinct tonal adjustments. The system was designed to be easily extended by Insomniac’s internal team across future deliverables.

Outcome:

The final identity gave BASSRUSH Arizona a distinct personality within Insomniac’s summer lineup. The layered collage style provided a fresh, analog alternative to the more polished look seen across the EDM space. The rollout received strong engagement, with the lineup post on BASSRUSH’s official Instagram generating over 3,600 likes, 2,200 shares, and 653 comments. The visual system was implemented across all digital and physical platforms, and the shared asset helped tie adjacent campaigns together under one cohesive visual thread.