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In a little over three decades, Chicago-based Lollapalooza went from a counterculture movement to one of the biggest live performance events in the world. But as their lineup evolved, their audience has evolved right alongside it. We were tasked with reinvigorating the festival that defined a generation, broadening appeal with younger audiences without boxing out the OG fans. Our rebrand took Lollapalooza back to its ‘90s roots—when the Xerox was a paintbrush and zines reigned supreme.
A festival is mostly defined by the musical line-ups it casts each year, but also marked by the graphic systems that set the tone. In 2023, Lollapalooza needed to show up anew: modern, dynamic, and artful.
Working with C3 and Perry Farrell, the festival’s founder, the new identity allows for real provocation. The system is intensely flexible to allow for easy dissemination (there are over 10,000 branded touch points on the grounds alone), but also dances around thoughtfully composed art pieces that stand out at the fest and provide iconic visual statements.
The 2023 festival enjoyed the largest crowds ever in its history.
The rebrand coincided with an increased demand in attendance, with the city of Chicago allowing for an additional 15,000 festival goers per day on the grounds at Grant Park.
This drove the largest 4-day attendance in the history of the festival from 400,000 to 460,000 attendees. People showed up earlier and stayed later.
According to Crain’s Chicago, “This year's Lollapalooza felt a lot more like Lollas of old” giving “the Chicago economy a $422M jolt.”
The RealDeal reported that hotel bookings were up 18% from 2022, generating an additional $40M in revenue.
Relationship was project-based initially but we’ve developed an ongoing partnership with C3 and LiveNation which has led to several more engagements, including production on Janelle Monae’s most recent music video: “Only Have Eyes 42.”
The rebrand took inspiration from their original festival in Chicago, which was the first to roll out the new assets. It continues to roll out across their other fests around the world (including Berlin, Mumbai, Buenos Aires, Santiago, São Paulo, Gärdet, and Paris), requiring an inherent flexibility to adapt to a variety of audiences, languages and cultural contexts.
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