The Event
For South by Southwest 2020, Critical Mass was to take over the Rustic Tap on iconic 6th Street in Austin. This would have been the first time Critical Mass has taken on such a complicated multiday event for outreach and recruitment purposes.
* Unfortunately, on March 6, 2020, the City of Austin officially cancelled SXSW due to the COVID-19 pandemic.
The Ask
Develop a visual identity system for CM@SXSW. Deliverables include a microsite for scheduling and event registration, digital assets for event promotion, and printed materials required to run the event.
Date
March, 2020
The Concept
Taking inspiration from painted murals along historic 6th Street in Austin, I created a visual treatment fitting of the light tone of the events and programming that Critical Mass would be hosting at SXSW. Circus or carnival like colour combinations and flashy tiles depicting our events and programs are meant to entertain and intrigue the viewer. Despite the ultimate cancellation of the event, Critical Mass received over 1500 RSVPs for CM@SXSW.
Marketing Director Mary Cusick
Project Manager Emily Connor
Designer Chelsea Finn
Director of User Experience David Brahler
Technology Lead Emilio Bogantes