Fred Again…
I contributed to the marketing materials for Fred Again's performance at Alpine Valley Music Theatre, celebrating the release of his highly anticipated new album, "Ten Days," just days prior to the show in Wisconsin. My focus was on designing the mapping materials to reflect Fred Again's unique aesthetic.
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Alpine Valley Music Theatre
Early years
Alpine Valley opened its doors in 1977, quickly establishing itself as an important location for outdoor events. The theater’s stunning natural setting in East Troy, Wisconsin placed it at a prime location, connected to large towns and cities. Its location quickly attracted top artists and their loyal followings.
Iconic performances
Across the decades, Alpine Valley has hosted a long list of iconic artists. Some of the most notable events include performances from The Grateful Dead, Dave Matthews Band, and Pearl Jam. These artists helped to cement the venue as a must-visit spot for those who love live music.
The modern era
Alpine Valley, renowned for its scenic views, remains a premier destination for music festivals and concerts. Now managed by Live Nation, it continues to create unforgettable experiences, with Fred Again’s Wisconsin DEBUT drawing a new generation to this iconic venue.
“Yuh…”
Me
“We need marketing materials for this show.”
Fred Again’s Team
“Hey Yasko you’re creative can you whip up a map of Alpine to be more lively.”
Ari Kamensky
Venue Map
Here’s the current map of Alpine Valley Music Center. I was asked to make it more “Fred Again…” themed and vibrant, appealing to the younger audience likely attending Fred’s show.
Fred Again… brand
I explored his website, social media platforms, and drew from my own experience attending a few of his shows to better understand the brand guidelines he typically follows as an artist.
Color
First and the most obvious is Freds consistent use of this shade of blue #647FDD
Iconography
Swapping out the old icons for fresh ones that align with the new color palette.
Design Elements
Fred often utilizes plenty of white space along with the recurring motif of clouds.
Personality
Keep it fun and playful—after all, this is a Fred Again show we’re talking about!
* I made the concessions icon a Guinness glass, because its Freds favorite beer.
