A brand identity system developed from scratch, translated onto various touchpoints & displayed in a gallery space for my Senior Capstone.

Music festivals are vibrant hubs of artistic expression and communal celebration where attendees can display their most authentic selves. Central to every successful event is a compelling brand identity—distinct visual aesthetics, messaging, and values that resonate with a target audience.

This capstone explores developing and applying a visual language for Parallel Paradigm, a theoretical alternative music festival in New Orleans. Heavily inspired by the symmetry of gothic architecture and featuring two similar—yet distinct—genres of music, the name and treatments suggest a sense of duality and convergence, fostering inclusivity and community, while appealing to the alternative masses.