Red Bull
Sound Select Multi-year International Concert Series
Red Bull is the most popular energy drink brand on the market. They proudly sponsor a host of athletes, artists, musicians, events and more, including Red Bull Sound Select. Red Bull Sound Select introduces fans to their next favorite band through a multi-year, international concert series.
The Challenge
Red Bull partnered with a previous agency to create branding and marketing designs for their Sound Select concert series but felt the initial results didn't fully capture their brand's dynamic essence while staying true to the original logo. They approached me for a fresh perspective and a more impactful redesign.
Aligning diverse stakeholder perspectives across Red Bull's various business units within tight timelines posed a significant challenge. Effective communication and consensus-building were critical to ensure all stakeholders were aligned on the creative direction and objectives for the redesign.
The redesigned, more aligned Red Bull Sound Select logo system
The Solution
I collaborated closely with stakeholders to understand their diverse visions and areas of convergence. Through iterative design cycles and thorough reviews, we explored multiple variants to narrow in on a direction that met the expectations and perspectives of all the business units involved. This approach culminated in a refreshed visual identity that captures Red Bull's dynamic energy and spirit of exploration. The redesigned logo and accompanying materials were strategically deployed across digital platforms, event signage, and promotional campaigns, ensuring consistency with Red Bull Sound Select’s global aesthetic. The final design creatively embodies the concept of cranking up an audio dial, symbolizing the series' vibrant and impactful musical experiences.
Red Bull Sound Select 30 Days in LA building-side billboard in Los Angeles
Smashing Pumpkins en 120 Hours in Austin (Photo: Jeremy Deputat/Red Bull Content Pool)
Drake and A$AP Mob perform at Red Bull Sound Select Presents: 30 Days in LA. (Photo: Misha Vladimirskiy/Red Bull Sound Select)
Chance the Rapper at 120 Hours in Austin (Photo: Jeremy Deputat/Red Bull Content Pool)
Lil Wayne at The Fonda Theatre in Los Angeles, California for Night 25 on Red Bull Sound Select’s “30 Days In LA” concert series.
My contribution
As the sole design consultant for this project, I was responsible for creating all iterations of the logo, developing the final logo system, and supporting diverse marketing initiatives including print and social media campaigns for prominent concerts worldwide. This comprehensive approach ensured a cohesive and impactful brand presence across various platforms, aligning with Red Bull Sound Select's global marketing strategy.
Full page magasine print ads marketing upcoming concerts.
Custom social media filters and frames were created that could only be accessed by those attending the concert.
Results
The outcome was a seamlessly cohesive and strongly branded event experience that resonated with both the audience and the diverse artists Red Bull aimed to collaborate with. From artist welcome kits to amplifiers, merchandise, advertisements, custom social media filters, and beyond, every aspect of the experience was meticulously designed to reflect Red Bull's aesthetic and tone. The cohesive and energetic execution underscored Red Bull's substantial investment in fostering memorable and impactful musical experiences.
Branded artist welcome kit
Branded amplifier
Conclusion & Learnings
Through strategic collaboration and iterative design, we successfully revitalized Red Bull Sound Select's branding to better reflect its dynamic essence while staying true to the brand's iconic identity. This project underscored the importance of transparent communication and stakeholder alignment in achieving a unified vision.
Recognizing the difficulty in aligning schedules, I will allocate additional time for interactions and feedback rounds to accommodate varying perspectives and ensure comprehensive stakeholder engagement. This approach aims to enhance collaboration efficiency and refine project outcomes by valuing inclusive input from all stakeholders.