Client
Gardner-Webb University
Gardner-Webb University
Role
Creative Direction / Design / Marketing
Creative Direction / Design / Marketing
Challenge
Initially developed the original Webbstock brand identity in 2022, drawing from a 60’s-inspired, vintage screen print aesthetic with distressed textures and psychedelic typography. For the 2025 campaign, the challenge was to refresh and evolve this look for a new audience—moving away from retro Woodstock-era vibes while still honoring the spirit of the first design. The new identity needed to feel bold, rebellious, and youthful, capturing the festival’s energy while remaining cohesive and adaptable across a variety of media and merchandise.
Initially developed the original Webbstock brand identity in 2022, drawing from a 60’s-inspired, vintage screen print aesthetic with distressed textures and psychedelic typography. For the 2025 campaign, the challenge was to refresh and evolve this look for a new audience—moving away from retro Woodstock-era vibes while still honoring the spirit of the first design. The new identity needed to feel bold, rebellious, and youthful, capturing the festival’s energy while remaining cohesive and adaptable across a variety of media and merchandise.
Solution
Built a cohesive brand system that reinterprets the original concept through the lens of 80’s punk and rock-and-roll culture. The refreshed visual style integrates spray paint textures, raw handwritten typography, distressed surfaces, and paint splatters for a gritty, handcrafted feel. The red guitar becomes the central graphic motif, anchoring the design across posters, merchandise, social media graphics, and on-site collateral. The result is a contemporary, dynamic identity that preserves the festival’s grassroots spirit while appealing to a modern audience.
Built a cohesive brand system that reinterprets the original concept through the lens of 80’s punk and rock-and-roll culture. The refreshed visual style integrates spray paint textures, raw handwritten typography, distressed surfaces, and paint splatters for a gritty, handcrafted feel. The red guitar becomes the central graphic motif, anchoring the design across posters, merchandise, social media graphics, and on-site collateral. The result is a contemporary, dynamic identity that preserves the festival’s grassroots spirit while appealing to a modern audience.
Tools
Adobe Illustrator, Photoshop, InDesign, Firefly
Adobe Illustrator, Photoshop, InDesign, Firefly
2022 & 2025 Webbstock Poster Designs
Webbstock 2022 Campaign Description
Webbstock 2022 Social Media Designs
Webbstock 2025 Campaign Description
Webbstock 2025 Social Media Designs
