OUTSIDE LANDS MUSIC FESTIVAL

Outside Lands Music Festival via Active Planet | Festival Merchandise and Event Kitting | August, 2023 | 1.5 Months

Team: Project Delegated by Canary Marketing

Role: Designer

Photography: @nataliemstudios

Challenge:

The task was to design ticketing and VIP gift materials that not only reflected the vibrant spirit of the Outside Lands music festival but also elevated the overall attendee experience. The challenge lay in creating designs that felt premium and collectible while staying true to the festival’s eclectic and ever-evolving brand. With tight production timelines, the work required balancing creativity with practicality — ensuring that every element was both visually compelling and logistically sound for mass production and distribution.

Role:

As the lead designer, I was responsible for conceptualizing and designing the ticketing and VIP gifts for the 2023 Outside Lands music festival in San Francisco. Collaborating closely with the festival’s marketing and sales teams, I developed impactful, on-brand design solutions that seamlessly integrated with the festival’s visual identity. My goal was to create a memorable experience for attendees by ensuring that the ticketing materials and VIP gifts were both visually striking and aligned with the festival’s unique atmosphere, enhancing the overall brand presence across all touchpoints.

Impact:

The final designs contributed to the years festival experience, with my design deliverables receiving enthusiastic feedback from attendees and the client team.

One of the most fulfilling parts of this project was seeing my designs (especially the patch) live beyond the event itself — worn proudly on clothing, displayed in people’s homes, or saved as keepsakes. There’s something deeply gratifying about creating work that resonates enough to be kept, worn, or showcased — turning a temporary experience into a lasting visual memory. It’s a beautiful reminder of design’s power to leave a mark, both physically and emotionally.

Deliverables:

Ticketing Gifts – Designed for every attendee alongside their event tickets:

Woven, iron-on patch
Custom sparkly temporary tattoo sheet

VIP Gifts – Exclusive branded items sent to VIP attendees:

Custom playing cards
Branded koozies
Keychains

Skills:

Illustration

Brand Alignment

Handwritten type

Product Mock to Production

Factory-Ready Art Files

Tools:

Adobe AfterEffects

Adobe Illustrator

Adobe Photoshop

Initial Concepting

As a San Francisco native, I was excited when Active Planet reached out with a design request for the iconic Outside Lands Music Festival in my hometown.

I was asked to develop concept designs for the iconic patch that every attendee receives with their tickets. To ensure alignment with the festival’s identity, I was provided with brand guidelines, a defined color palette, fonts, and a set of recurring design assets.

Approved Design

MORE REQUESTS!

Inspired by my initial concepts and the finalized patch design, the Active Planet team invited me to develop additional custom gifts for VIP members, as well as expanded offerings for the ticketing kit.

To enhance the ticketing gifts, we introduced a sparkly temporary tattoo sheet, incorporating select designs from the patch concepts. For VIP attendees, I developed concepts for premium ticketing kit gifts, including water bottle holders, drink koozies, knit keychains, and custom playing cards, all designed to elevate the festival experience.