Challenge: Accentuate our unique identity in an environment with an existing strong brand and theme



RL Palooza: San Diego

Creative Fields

Experience/Event Design
Environmental & Wayfinding

Research & Inspiration

All types of rock music

In 2014, our annual user group conference called RL Palooza, was held at the Hard Rock Hotel in San Diego, California. While the hotel was a designer's playground with all the brand opportunities available in the space, we didn't want to clash with the strong Hard Rock brand presence.

Inspired by the rockstar theme and eccentric style, we incorporated the RL brand colours, illustration style, and fun personality. Brand identity, print collateral, web experiences, environmental and wayfinding, experience design, event swag, motion animation, videography— all with an RL touch. The unique visual style and upbeat vibe of the RL Palooza brand made it stand out and feel at home in the Hard Rock environment. 


What I learned:



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