My goal for this rebrand was to celebrate the art form of drag through design, emphasizing its complexities and versatility while paying homage to the roots of drag.

The new logo mark pays homage to the origins of the term “drag” in Shakespearean theater, where men would assume women's roles, their garments trailing on the ground.

The challenge I had with this project was to make a flexible brand to be applied to 3 different locations and potentially more in the future. I wanted to have the posters look distinct to the location of the event yet look cohesive when displayed together. Through using a similar hierarchy and a cohesive color scheme.

I wanted the type of treatment to reflect the complexity of drag. I did that by putting the display type through my custom code, with this every time the type is distinct and special.

I expand one location to explore the flexibility of the brand identity through different applications. With the way-finding, I wanted to reflect the energy of drag, that tells you where you are going but at the same time brings a smile to your face.

I wanted the collateral merch to reflect the language of drag con using phrases such as VIB standing for very important bitch.

In this project, I celebrate the beloved art form of drag, showcasing its complexities and versatility in my branding. Balancing my maximalist design style, the brand is bold yet clear in communicating with its audiences.