From 2008 to 2015, working in-house for Vision Nine, I spearheaded the development of the NASS festival brand. This included covering all aspects of promotional materials, from festival posters to social content, PR stunts and the event websites and apps. My responsibility went on to also include the onsite decor, including stage design and merchandise.
A key moment during my tenure was the rebranding of the festival, focusing on NASS's unique positioning as a pressure cooker of urban subcultures. We introduced street art as a major pillar, which played a crucial role in transforming the festival. Post-rebrand, we grew the festival from 8,000 to 18,000 ticket buyers.
Throughout my time at NASS, we attracted multiple sponsors and media partners. I collaborated with these partners to create authentic alliances that added value for all stakeholders—the promoters (us), the partner brands, and our audience. Notable partnerships included Relentless Energy Drink, Vans, World Cup Skateboarding, BBC Radio 1 Extra, and many other smaller, core brands.
The festival attracted top-tier guests such as Tony Hawk, Pharrell Williams, Public Enemy, Sum 41, Cypress Hill, Rudimental, Pendulum and NAS.
"This needs to happen in the States. Events in LA are so sanitised."
– PHARRELL WILLIAMS
As part of the rebrand, all the festival communication was designed to strengthen our connections with people. To do this, we needed to constantly remind ourselves of our spirit, our DNA, and our principles...
The identity also included a unique 'mash up' aesthetic, combing event imagery into a distinctive repeat pattern, and a design system with a subtle nod to fashion.
