NextNOW Fest is an annual massive multi-arts festival and cultural playground for university students and local community (8k+ patrons annually). I created the foundational visual identity, festival design and wayfinding. My creative team put great energy around creating a splash across campus and a holistic brand experience throughout print, digital, merchandise and photo/video content. In past years, I have invited a student designer / illustrator to collaborate on the key art in order to connect with a youthful, inclusive, on-trend aesthetic. My creative direction made for a seamless, eye-catching journey map from initial advertising to digital and in-person experience.