Freshman (Frshmn) Fest was concepted in 2024 as a platform to spotlight a new class of rising artists shaping the future of Latin music. Built around the energy of discovery, the project was designed to feel youthful, raw, and culturally current while giving emerging talent a bold visual stage. The concept leaned into nostalgia and attitude, using the familiar language of school life to frame these artists as the next class to watch.
For this project, I led the full art direction and graphic design from the ground up. I developed the logo, established the visual identity, and created the brand guide, including typography, color palette, and overall style direction. From there, I extended the system across promotional flyers and supporting campaign materials, creating a cohesive look that felt distinct, memorable, and flexible across formats.
The visual concept was inspired by the texture and character of a classic school marble notebook and the scratched-up desks covered in hand-drawn graffiti that defined so many classrooms growing up. I wanted the branding to feel personal, expressive, and a little rebellious, blending school-themed nostalgia with a street-driven edge. That contrast helped give Freshman Fest a strong identity that felt both playful and authentic to the emerging spirit of the artists it was built to represent.