Tension
Live Nation faced mounting public backlash over ticket prices, damaging brand perception across the live music space.
Strategy
Position Live Nation as the solution to high prices rather than the cause, shifting the narrative from expensive to valuable.
Idea
A branded sales event that makes Live Nation the hero, turning criticism into a moment of fan gratitude.
Featured Result
Concert Week Visuals
How We Brought It To Life
The visual system was built around generosity. Instead of leaning into premium concert culture, the design language emphasized excitement, savings, and access — making Live Nation feel like an advocate for fans rather than a gatekeeper. Every element reinforced the same idea: Concert Week is a moment of relief.
What I Owned
Complete visual identity from scratch, including the celebratory aesthetic,
fan-first messaging system, and scalable asset templates rolled out across social, digital, and promotional formats.