Project Overview

This project involved designing the visual identity and show visuals for a fashion show hosted at the Fox Theatre in Boulder, Colorado. The creative direction centered on creating a rebellious, unapologetically bold atmosphere that matched both the energy of the fashion pieces and the underground spirit of the venue. Deliverables included motion graphics for the runway backdrop and promotional print material to drive anticipation and attendance.

Core Challenge

The challenge was to design a system that could:

Translate the raw energy of underground culture into high-impact visuals that elevate the runway experience.

Develop a motion graphic backdrop that complements rather than distracts from the fashion on stage.

Extend the show’s rebellious tone into promotional print collateral that feels bold, gritty, and unforgettable.

Insights

The Fox Theatre’s gritty music venue roots provided inspiration: visuals needed to echo the spirit of subversive, loud underground culture rather than polished, high-fashion environments.

Motion graphics as backdrops are most effective when they act as immersive energy amplifiers, reinforcing rhythm and mood without overshadowing the models.Visual marks in streetwear often act as badges of belonging, the identity needed to function as both emblematic and decorative, flexible enough to integrate into campaigns.

Print material for promotional use needed to capture the vibrancy and rebelliousness of the show while appealing to a community that thrives on authenticity and edge.

Opportunity

By merging fashion-forward design sensibilities with underground visual language, the project could create a cohesive atmosphere that:

Amplified the show’s rebellious, unapologetic tone.

Leveraged motion graphics as a live storytelling tool, bringing rhythm, color, and edge to the runway.

Extended energy off-stage through print promotions, ensuring the show’s identity carried into the streets.

HugYourFriends Brand Direction + Campaign Design

HugYourFriends
Brand Direction + Campaign Design