HARD Summer
HARD Summer has been a staple in the California festival scene since its inaugural edition in 2007. The event now holds a reputation as one of the West Coast's edgiest mid-year events. Each summer, HARD's diverse, technicolor-clad fans come together to celebrate the intersection of electronic and live music culture.
KEY ART CONVERSION
KEY ART CONVERSION
HARD Summer is vibrant, long-established event so remaining consistent with their design direction was at the center of my concepting for their signage package. Bold colors created in an RGB color space was challenging to work with when converting to CMYK - but I created successful mocks that translated well on-site and remained adjacent to the vision online. My work here covers both GA and VIP areas, adding pops of technicolor wherever you looked.
