Live Nation
I led creative across one of the world's largest live entertainment companies — where brand decisions directly drove revenue, fan experience, and global growth.
Role: Creative Director, Festivals (C3 Presents)
Scope: Brand systems, demand generation campaigns, live experiences, product and ticketing strategy, executive-level narratives
Impact: Led global Lollapalooza brand system across 7 markets; launched GA+, a new ticket tier with margins reaching ~90%; built creative systems adopted across 16 national and international festival properties
— OPPORTUNITY —
Setting the standards for the global stage
As Creative Director for Live Nation’s music festival division (C3 Presents), I managed the creative & strategic development of our international festival portfolio. This included everything from designing festival brand kits to partnering with external marketing and production teams to create on-brand experiences.
— OPPORTUNITY —
Turning audience data into festival revenue & experiences
I partnered with festival leadership to evolve ticketing and fan experiences through audience research, surveys, and behavioral data. The result: new ticket offerings and experiential add-ons that deepened fan loyalty, unlocked revenue, and advanced a more fan-centered festival model.
GA+
Drawing on years of fan survey insights, my team and I identified an untapped opportunity between standard GA and premium VIP tickets. We built the business case and launched GA+, a new ticket tier that balanced fan needs—like shade and private restrooms—with accessible pricing. Rolled out across Live Nation’s flagship festivals (including Lollapalooza, ACL Fest, and Bonnaroo), GA+ quickly became one of the most profitable ticket types in the business, with margins as high as 90%.
Bonus Tracks
By analyzing a decade of festival audience trends, my team and I identified an opportunity to create a stage that went beyond traditional performances at ACL Festival. I developed the concept and name Bonus Tracks—a space for added programming such as artist interviews, panels, and daily yoga. Over time, Bonus Tracks has grown into a valuable sub-brand of its own, hosting cultural voices like Billie Eilish, Brené Brown, and Bono, and enriching the festival experience with new dimensions of engagement and brand partnerships.
— OPPORTUNITY —
Uplevelling & expanding brand acquisitions
Voodoo Festival after rebrand:
YOY ticket sales up 21%
YOY merch sales up 19%
When Live Nation took over Voodoo Festival, it was a legendary New Orleans brand at an inflection point. Over time, the festival’s identity and experience had drifted from what made it distinct. The opportunity was not to reinvent Voodoo, but to reconnect it to its roots and re-energize the brand.
As Creative Director, I led a full brand evolution anchored in New Orleans culture, Halloween weekend energy, and Voodoo’s uniquely immersive nighttime identity. I developed the creative system and translated it across every touchpoint, from campaign work and brand identity to signage, merchandise, digital, and the physical festival environment.
New brand strategy & positioning
New brand Kit
Before rebrand
After rebrand
— OPPORTUNITY —
Built to be shared: ACL Festival
At ACL Fest, some of the most memorable brand stories weren’t told through ads — they were captured in selfies. These on-site installations transformed open spaces into immersive backdrops that celebrated the color, texture, and energy of the festival itself. Developed in partnership with creative, production, and fabrication teams, each piece embodied marketing without marketing: art that invited participation, sparked emotion, and made every fan a storyteller.
Festival Flags
To help beautify the ACL Festival grounds with pops of color and photo inspiration, I designed three custom flag installations. At a size of almost 11 feet high, these flags make a huge impact and are immensely popular to photograph and lounge around.
Rock Island Sign
Utilizing Zilker Park's famous Rock Island, and in coordination with a team of fabricators and park engineers, I designed our own version of the classic Hollywood Sign for ACL Festival. Today, it’s an iconic fixture, meetup spot, and activation area in the heart of the festival grounds.
— OPPORTUNITY —
Creative strategy that drives partnerships
I oversaw all high-level partnership pitches for Live Nation’s festival and experiential portfolio. This role demanded equal parts design leadership and strategic storytelling: honing the narrative, structuring complex content, and elevating presentations into cohesive, persuasive messages.
To strengthen partner confidence, I also developed proof-of-concept activations—bringing abstract ideas to life through tangible creative visions. This approach positioned Live Nation as an innovative partner of choice for organizations such as the NFL, the Biden White House, and Alliance Insurance.
— OPPORTUNITY —
Lollapalooza: One brand across seven countries
The work at Live Nation culminated in a global brand system for Lollapalooza — aligning seven international markets under a single, flexible framework while preserving the distinct energy of each.
In its first year, the system supported +225% licensing revenue, +42% sponsorship growth, and +38% ticket sales.
Video still from Paramount’s Lollapalooza 2024 documentary
BK: Creative Direction, Strategy, Content, Copywriting, Design & Illustration
C3 Teams: Additional design, copywriting, development, fabrication