New American Soundscapes Festival

The New American Soundscapes Festival is a Sacramento-based celebration of American music through live performances and shared culture. This campaign was designed for a broad audience, hoping to give the festival a visual presence that is celebratory, accessible, and engaging. I wanted to show the music as something alive and shared, with a strong connection to place and community.

The design was constructed through vibrant color, strong typography, and large shapes of musical instruments, creating a visual presence that is inviting, engaging, and accessible. The fluid forms were an important part of the system, evoking rhythm, movement, and the way music can travel through space and connect people. The design also needed to be clear in its hierarchy, allowing this campaign to be effective in a variety of formats, including posters, public spaces, and digital media. My goal was to create a system that felt expressive and easy to navigate, while showcasing the festival as a celebration of music, community, place, and shared culture.