Rebranding the festival that defined a generation

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.

  • Brand identity
  • Campaign

We Did


  • Visual & Design Identity
  • Photography & Video Style
  • Brandbook & Style Guide


  • Market Research


  • Marketing Toolkits
  • Post-Production
  • Experience Design
  • Print & Packaging Design
  • Animation Design
  • Environmental Design
  • Graphic Design