Tension
Strategy
Idea
Live Nation faces public backlash for high ticket prices and fees, making fans hesitant to purchase and damaging brand perception in the live music space.
Create a branded sales event that positions Live Nation as the solution to high prices rather than the cause, shifting narrative from "expensive" to "valuable deals."
Concert Week: a limited-time event that makes Live Nation the hero offering relief from their own pricing, turning criticism into gratitude.
“When you're blamed for the problem, the best defense is becoming the solution, even if temporarily”
-core audience insight that drove the creative strategy
THE RESULT
Concert Week Visuals
Format: Social/Digital
How We Brought It To Life
Brand Identity Creation
Developed the complete visual identity for Concert Week from scratch, creating a celebratory aesthetic that emphasized value and accessibility rather than premium pricing.
Developed the complete visual identity for Concert Week from scratch, creating a celebratory aesthetic that emphasized value and accessibility rather than premium pricing.
Perception-Shifting Design Strategy
My creative direction focused on generosity and fan appreciation, visuals that made Live Nation feel like they were giving back to music lovers rather than extracting profit.
My creative direction focused on generosity and fan appreciation, visuals that made Live Nation feel like they were giving back to music lovers rather than extracting profit.
Trust-Building Visual System
Created design elements that emphasized savings, deals, and fan benefits across all touchpoints, repositioning Live Nation from price-gouger to music advocate through strategic visual messaging.
Created design elements that emphasized savings, deals, and fan benefits across all touchpoints, repositioning Live Nation from price-gouger to music advocate through strategic visual messaging.
Live Nation
Sr. Graphic Designer
Live Nation
Social, Digital