Tension
Strategy
Idea
Artists have pivotal career moments, but fans rarely get to witness the raw vulnerability and introspection behind these transitions.
Create intimate documentary-style content that captures artists during moments of creative and personal transformation.
A visual storytelling series that documents artists at crossroads, both musically and personally, revealing the human behind the artistry.
“Fans connect most deeply with artists during vulnerable moments of change”
-core audience insight that drove the creative strategy
THE RESULT
The Turning Point
Format: Digital
How We Brought It To Life
The magic was in the mundane. Instead of focusing on glamorous backstage moments, we zeroed in
on the ordinary items that revealed extraordinary personal stories.
My visual approach needed to feel authentic to the backstage environment—not polished or overly produced.
The title design mimicked actual festival signage you'd see on artist trailers, complete with that slightly weathered, utilitarian aesthetic that screams "insider access."
Visual Identity
Designed a flexible logo and storyboard template that could adapt to different artists while maintaining Live Nation's brand consistency across all client materials.
Designed a flexible logo and storyboard template that could adapt to different artists while maintaining Live Nation's brand consistency across all client materials.
Cross-Disciplinary Collaboration
Worked directly with the editorial team to identify key visual focal points that would translate effectively across multiple formats and client needs.
Worked directly with the editorial team to identify key visual focal points that would translate effectively across multiple formats and client needs.
Scalable Production Pipeline
Created detailed handoff documentation for our motion design team, ensuring the templated system could be efficiently executed while maintaining creative quality.
Created detailed handoff documentation for our motion design team, ensuring the templated system could be efficiently executed while maintaining creative quality.
Turning Point GFX Outline
The Turning Point ft.
Counting Crows
Live Nation
Sr. Graphic Designer
Live Nation
Social, Digital