Muirstock — Siul Maduena

NOTABLE WORKS 04B

MUIRSTOCK 2023-24

A CONCERT IDENTITY DESIGN OVERHAUL

INFO

MuirStock is an annual festival held by Muir College at the University of California, San Diego. Witha. sucessful revival, I continued to elevate the creative direction of the event with a new look,

MY ROLE

Muirstock Director

Chair and Creative Director

TIMELINE

September 2023 – April 2023

TEAM

1 Internal Staff · 7 Interns · 1 Chair

TOOLS

Adobe CC · Instagram · Figma· Canva· Procreate

View my Visual Design 2022-23

⇩ LEARN MORE ⇩

The Challenge

Keeping the momentum and building on the previous year to evolve Muirstock for it's second year after its revival.

The Solution

To evolve Muirstock in its second year, we treated the event as a fully designed world. The programming, space, and communication all carried a unified visual identity focused on the experience of MuirStock.

01 RESEARCH AND FINDINGS

Listening to our Community

The 2022-23 post-event evaluation surveys gave us a clear baseline for what students wanted to see the follow year. The feeback established early expectations around genre, energy, and overall tone effectively setting us up for success before planning even began. We had 111 responses come from our google survey that not only resulted in the two genres we have below but also gave us even more direction on 2023-24 Muirstock merch, venue, and artist selection.

SURVEY SURVEY SURVEY SURVEY SURVEY
SURVEY SURVEY SURVEY SURVEY SURVEY

Rap

Latin

02 Exploring color. texture, and feel

02 Exploring color, texture, and feel

Creating the Visual World

Because some team members were new to both figma and creating a moodboard, their contirbutions reflect intuitive preference. Some leaned straight merch exploration, wanting to tackle the look and feel, while others centered their attention around how the concert should feel visualy pointing out elments they were drawn to.

Knowing the direction we had gone in prior, I wanted to push the extremes and re-interpret its scale, spirit, and cultural impact for a completely different genre. We imagined a new feel that re-flavored how community, independence, and musical expression could look through high-saturation, Vinyl textures, and bold text choices.

Curated, not created — all references pulled externally for mood and direction.

02.A | Final colors

Color
Palette

Color Palette

Given that the color palette from our modboard varied I refined our palette because we sought to make even more merch for this event and did not want to limit the color palette similar to 2022-23 for our new add-ons. Not all the colors were used for the main marketing deliverables either but just meant to expand my team's options.

COLOR PALETTE

#DDFF56

#F70B86

#BB91FF

#FF5346

#ADDE7A

#246885

#951C65

#172B03

#280160

#FFFFFF

TYPOGRAPHY

BODY / SUBTEXT

ERIC MACHAT HEADLINE

ERIC MACHAT

DISPLAY / HEADERS

EPSTEIN FAMILY AMPHITHEATER

MARCH 9TH 2024

02.B new themes goodies

From Identity to Experience

With the creation of our primary logo last year, I wanted to bring it to life by making it 3-D and did the same for our new secondary logo. From here, the secondary sought to mimic closer to the sharper lines of our primary logo, while making it pop of course. The remainder of the assets you see after helped bring our merch come into fruitition and also played a crucial role for our marketing material. I partnered with Maximiliano Hernandez to create the internal staff badges and pin which allowed students to identify staff members for assistance. Going away from Vinyls into CD cases was to transition our recurring motif for our students to truly see that 2023-24 was going to be different for them.

Badge Front

Staff Pin

Badge back

The following below is going to showcase the our merch designs. I made our tote-bag design focusing on having it be in line with what the team envisioned and used the same tote material and thickness to ensure high quality product.

TOTE DESIGN

Front
Back

Our team collaborated across different piece: the sticker set was developed collectively, each one with their own sticker. A tactile understanding formed around the pin's direction, drawing from the shared experienced of selecting and loading music in a way that felt intentional. We wanted the piece to evoke that familiar moment of choosing a track and seeing the cd go in, translating that familiar interaction to go along with the tote bag.