The Full Ride Tour was created to bring the nation's top artists to iconic collegiate venues across the country. The inspiration behind the branding and visual identity was a combination of athletics, college, and music that focused on vintage trading cards, vinyl records, mesh uniform fabrics, and screen-printed posters. We wanted to create a marquee style logo to embrace the theatricality of these performances. Sticking with a black and white primary color palette, allows us to shift the identity of the admat and other creative elements to match with each school that we visit.
Kicking off in April of 2024 at Indiana University, we embraced Hoosier Nation and the Crimson and Cream colors to create an incredible guest experience that featured everything from custom embossed basketballs and inflatable boomboxes, to animated bike races inspred by the Little 500 and illustrated posters.
We wanted to further bring the guest experience to life through the use of the two large LED screens that were going to be placed on stage left and stage right. These massive screens presented us with an opportunity to highlight the Full Ride Tour branding, but also to create an atmosphere that brought the best parts of a sporting event into the concert experience.
Concept / 3D Design / Creative Direction: David Fertik Motion Graphic Animation: Jason Lee Additional Design Support: Abby McElmurray
