Task:

Design an integrated advertising campaign for the South By Southwest conferences & festivals that captures the essence of it’s respectable speakers, stars, and the creative culture and energy of the event.

Concept:

For this campaign, I centered on SXSW’s core values of boundless creativity and genuine unity. SXSW stands as a dynamic hub where innovators and artists from every discipline—film, music, technology, and beyond—converge to share unique ideas and fresh perspectives that, together, create something truly powerful.

To capture this visually, I reimagined the SXSW arrow logo as a mosaic of distinct, colorful shapes, each vital to the overall design. This represents how the festival’s diverse voices and talents from all backgrounds and fields come together seamlessly, forming a vision far greater than the sum of its parts. The result is a vibrant, cohesive image that embodies SXSW’s inclusive and collaborative spirit, underscoring how individual contributions unite to build an inspiring and innovative community.

Brand Attitude:

Colorful, artsy, playful, energetic, unique