Love Letters Music Festival
Love Letters was a pop music festival in Salt Lake City, Utah. As a brand-new event, the project began with only a name, requiring the creation of a complete visual identity. Through the exploration process with myself and one other collaborator, the final direction embraced a DIY aesthetic inspired by handwritten notes and skies. The project included a visual identity system, festival poster, social media campaign assets, and merchandise design. Unfortunately, the festival was canceled due to unforeseen circumstances.
Year
2024
Client
S&S Presents
Line Up Flyer
The concept for Love Letters originated when the festival founder discovered a handwritten note on the ground while leaving a concert for a male artist. He was inspired by the passion of teen and young adult fans and decided to create a music festival for them. Hearing this story, I was inspired by the note from the young girl. As someone who is a fangirl and enjoys crafts, I took my craft bucket and got to work. My design partner and I used stickers, cut up paper, and hand-lettered logos. It all came together to create the lineup poster.
Artist Highlights
The younger generation can instantly recognize their favorite artist’s face. Artist highlights allow for targeted ads and for artists to promote the festival on their personal social media platforms.
Miscellaneous Marketing
-
![]()
On Sale Instagram Post
-
![]()
Activation at Kilby Court
-
![]()
Instagram Post
-
![]()
Save the Date Festival Announcement
Merch for the festival was designed to appeal to a younger audience, focusing on current trends and styles. The lineup included oversized hoodies, tote bags, and additional pieces. The merchandise ultimately never made it into production due to the festival’s cancellation.
Merchandise
