C3 Presents and Live Nation turned Lollapalooza from a counterculture movement into one of the biggest live performance events in the world. Where do you go from there? Our rebrand took the Chicago-based music festival all the way back to its ‘90s roots, when the Xerox was a paintbrush and zines reigned supreme. We built a complete brand identity and design system that amplifies a wide range of genres and welcomes a diverse audience, whether it’s a Gen X-er’s yearly ritual or a Gen Z-er’s first time in Millennium Park.
