Aftershock

Location: Discovery Park — Sacramento, California As the Creative Director for Aftershock Festival, I spearhead and physically execute the comprehensive visual identity of the event, guiding the brand from its initial concept to a fully immersive on-site experience. My responsibilities span the festival's entire digital and physical ecosystem: I actively design the core logo, color palettes, social media layouts, and website interface (packaging designs for developer handoff). In the physical space, I develop exclusive merchandise collections and shape the festival grounds by designing custom stage scrims, tent graphics, and large-scale art pieces. Furthermore, I frequently collaborate with sponsors to elevate their on-site booth designs and provide hands-on creative direction—utilizing targeted moodboards and partnering directly with the on-site media teams—to ensure every photo and video perfectly captures the raw, authentic energy of the Aftershock brand.