Lollapalooza Global
The iconic music festival, born in the ’90s, rooted in Chicago in the ’00s, and expanded globally by 2018, had outgrown its existing brand.
With independent marketing teams across each market, the brand had fractured — inconsistent execution, language limitations, and a toolkit that couldn’t translate across cultures.
As creative director, I led the repositioning, visual strategy, and development of a new Lollapalooza brand system built to work across seven countries and six languages.
— THE RESULT —
A Single Brand, Executed by Independent Teams Across the World
First year after rebrand:
+225%
Global Brand Licensing Revenue
+42%
International Sponsor Growth
+38%
International Ticket Sales
— THE SYSTEM —
Redefining the Lolla Brand
Rebuilt from the ground up — as a system, not a style.
A System to Use, Not Decipher
The previous brand relied on interpretation. Each market adapted it differently, leading to inconsistency at scale.
The new system removed that ambiguity. It defined how the brand works — not just how it looks — so teams could execute without reinventing it.
The goal wasn’t just consistency — it was clarity across teams, languages, and cultures.
Modular: Built from flexible components that could be recombined across formats and markets.
Local: Designed to adapt to language and culture without losing the core identity.
Structured: Clear rules for typography, color, and composition removed guesswork.
Expressive: Retained the energy and personality of the festival without breaking the system.
— EXECUTION —
Applying the System Across Global Markets
Every day of the year, fans experience the Lolla brand.
Lolla Chicago + American Eagle, Times Square
Festival Lineup Poster, Lolla Berlin
Artist Promos, Lolla Paris
Lolla Argentina + Budweiser
Transit + social media campaign, Lolla Stockholm
Collaboration with WhenWeAllVote
Targeted ad, Lolla Chicago
Ticket announce, Lolla Brasil
Digital ad
Extending the System Into New Formats
In partnership with Snap, brand assets were reimagined as AR overlays, filters, & stickers.
Translating the Brand into Physical Space
Empowering each country to be distinct while always being distinctly Lolla – no matter the destination.
Lolla Chicago
Main stage at Lolla Berlin
Entrance at Lolla Stockholm
Red Bull Outpost with Ninja, Lolla Chicago
Merch at Lolla Argentina
Yung Gravy @ Lolla Chicago (Matt Torres)
Giant inflatable, Lolla Stockholm
Daily schedule, Lolla Brasil
Video still from Paramount’s Lollapalooza 2024 documentary
Photo opp, Lolla Chile
Conan Gray @ Lolla Chicago (Matt Torres)
BK: Creative Direction, Strategy, Content, Copywriting, Design, and Illustration
Closer & Closer: Illustration agency, including Joshua Noom, Dave Coleman, Carmi Grau, David Leutert, Mel Cerri, Travis Pietsch, Sean Tulgetske, Drew Lakin, Lauren Dickens.
All day-to-day marketing, video, design, production, etc done through each Lolla home country’s creative team and/or agencies in Chicago, São Paulo, Buenos Aires, Santiago, Berlin, Paris, and Stockholm.