NOTABLE WORKS 02

MUIRSTOCK 2022-23

A CONCERT IDENTITY DESIGN OVERHAUL

INFO

MuirStock is an annual festival held by Muir College at the University of California, San Diego. After three years dormant due to COVID, I was brought in to rebuild its identity across merch, campaign, and event collateral for a student body that had never experienced it.

MY ROLE

Visual Designer

TIMELINE

September 2022 – April 2023

TEAM

1 Manager · 2 Interns · 1 Designer

TOOLS

Adobe CC · Instagram · Later · Figma· Canva· Procreate

View my creative direction as Chair 2023-24

⇩ LEARN MORE ⇩

The Challenge

Ensuring student engagement to the event and retention for the event as the current student population has not heard of the tradition due to its postponement for 3 years aka Covid.

The Solution

By modernizing the event's identity, and student-centered incentives, we rebuilt excitement around Muirstock, transforming low awarness into meaniningful partripcation.

GROUND ZERO - FROM CONCEPT TO EXECUTION

01

RESEARCH & FINDINGS

• Data Collection
• Branding Analysis
• Mood-boarding

02

DESIGN & REFINE

• Merch Designs
• Marketing Campaign
• Feedback

03

FINAL RESULTS

• Marketing Event
• Final Designs

01 RESEARCH AND FINDINGS

READING THE ROOM

During the initial phase, I focused on gathering as much information about MuirStock and the experience prior to Covid. Drawing from previous ideas, we aimed to create a dynamic inclusive event that reflected the under-represented musical taste of the Muir community and UCSD as a whole.

Our outreach through instagram and Muir College Newletters generated 109 student responses, giving us a clear picture of preferred generes. Beyond the formal survey, student shared through informally through word of mouth, valuable context that supported our interpretation of the data.

SURVEY SURVEY SURVEY SURVEY SURVEY
SURVEY SURVEY SURVEY SURVEY SURVEY

Rap

RnB

Indie/
Alternative

02 DESIGN AND REFINE

TUNING
INTO VIBES

As we collected all our information from our surveys, I immediately started mood-boarding, focusing on what the aesthetic was previously at its core. MuirStock was an open-air free-for-all concert rooted in celebration inspired by Woodstock This was to be the festival that everyone looked forwards to and the "sun-god" (all-campus wide music festival) of the older UCSD generations.

MUIR PRESENTS

UNITY

COMMUNITY

VIBRANT

VALUE 01
COMMUNITY

VALUE 02
INDEPENDENCE

VALUE 03
MUSICAL EXPRESSION

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

THE FOUNDATION

My first step was to revamp the overall MuirStock logo into a strong, recognizable logo that served as a trunk. Every year, MuirStock evolves into new themes, new energy, new visual direction, but the logo is the root that holds it all together. No matter how far the branches grow, you always know it’s MuirStock.

Credit to Richard Tashman for paving the first ever visual design for Muirstock.

→

LOGO VARIATION · Primary Muir Stock Logo by Siul Maduena

FROM SPEC
TO DESIGN

THE GOODIES THAT STARTED THE CRAZE

The iteration process during these months meant exploring directions that got scrapped as our artist choices changed. I settled on our core logo and our thematic variant since these were to be collectibles for the years to come as "Exclusive Concert pins" for each year as the genre of music and look changes.

MANUFACTURER SPEC SHEET · ENAMEL PIN GUIDE

PANTONE
EQUIVALENT COLOR
ENAMEL PIN GUIDE

28005F
PMS 2765

C9FFB4
PMS 358

EC1C24
PLATING OUTLINE

ITERATION #1

ITERATION #2

FINAL #1

FINAL #2

TOTE ITERATION #1

TOTE ITERATION #2

TOTE FINAL #1

TOTE FINAL #2

Beyond the design, I made the deliberate decision for the product itself with my manager. Most event merch tote bags were single-use throwaways that were flimsy enough to get discarded after one week. I ensured that the MuirStock tote bag was heavy duty canvas, built for repeated use. The goal was for it to become a campus staple that students would favor for running errands, not just something to be stuffed in a drawer. Functional, durable, and intentional to actually be seen leaving a lasting impression as many sought to get one and resulted in ongoing organic promotion.

CLOSE UP ON PINS AND DESIGN #1

DESIGN #2

02.A DESIGN AND REFINE

The Visual Language

COLOR PALETTE -Analogous & Complementary Mix

INDIGO INK
#28005F

TEA GREEN
#C9FFB3

SOFT PERIWINKLE
#9F85E7

EMERALD
#47D17F

TYPOGRAPHY

DISPLAY / HEADERS

GOLIA GOLIA

BODY / SUBTEXT

ERIC MACHAT

MUIRSTOCK

2023 . TINASHE . JOYCE WRICE

03 THE DROP

THE COUNTDOWN

With everything set in place, we needed to build traction for the event. I developed a marketing plan that was executed in phases teasers, artist announcement, event info, and content the day of. The goal was passive buzz and word of mouth.

THE PLAN

Every post was launched using Later, helping to build momentum appropriately toward April 13. We started with an infographic about Muirstock to help lead into teasing location and date before dropping any information on the actual artist.

The choice to drop merch was incentive for filling our venue while at the same time reaping engagement to show the opener.

TEASERS

These were the story teasers posted after our infographic about what Muirstock is. These were approved by artist's agents as they wanted to approve of their artists overall representation even within the teaser launch, hence why they both aren't carrying audio. Granted, these had our audience hooked which allowed for the remaining drops to be even more seamless for the weeks to come. Alongside these story posts, Celebrating Muir College Week is the week long of festivities leading up to Muirstock that also required marketing.

Joyce Wrice Teaser

Tinashe Teaser

04 A dancing Future

FULL VOLUME

At the peak of student life and campus engagment being so detached, this concert healed many students who sought to experience music on campus they resonated with. From the usual slow pace events or rave based concerts, this truly embodied the spirit of not only what MuirStock stands for as the first music festival for the University of California, San Diego but truly changed the trajectory of many other events for the following years.

Seeing it all come together was the moment I understood what it means to design something that makes people feel seen and truly know how design can deliver an experience like no other. This could have not been done without