Lollapalooza Global
Lollapalooza—born in the ’90s, rooted in Chicago in the 2000s, and expanded globally by 2018—had outgrown its brand.
Independent marketing teams across each market led to fragmentation with inconsistent execution, limited adaptability across languages, and a system that didn’t translate across cultures.
As Creative Director, I led the definition and rollout of a new Lollapalooza brand system that aligned seven countries and six languages under a single, flexible brand framework.
— THE RESULT —
One brand system. Executed globally by independent teams.
First year after launch:
+225%
Global licensing revenue
+42%
International sponsor growth
+38%
International ticket sales
— THE SYSTEM —
Defining the Lollapalooza global brand
Built as a system, not a style
The previous brand relied on interpretation. Each market adapted it differently, leading to inconsistency at scale.
I defined a system that removed that ambiguity—clarifying how the brand works, not just how it looks—so teams could execute without reinventing it.
Clarity across teams, languages, and cultures.
Modular: Flexible components that recombine across formats and markets
Local: Adapts to language and culture without losing identity
Structured: Clear rules for typography, color, and composition eliminate guesswork
Expressive: Retains the energy of the festival within a defined system
A system built on clear brand principles
— 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
— EXECUTION —
Extending the system into new formats
In partnership with Snap, brand assets were reimagined as AR overlays, filters, & stickers.
The system was adapted into a fully virtual, multi-day global event—translating the Lollapalooza brand into a new digital format while maintaining identity, partner integrations, and audience engagement.
2.4M total views
61M impressions
1.3M unique viewers
— EXECUTION —
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.