In order to communicate the event, I designed a custom-lettered logo using clean, bold, tall, and narrow characters for the main letters. Contrasting to these letters, an organic and playful, shoelace ampersand was added and tied everything together. The identity was formed around this bold aesthetic, and a minimal color palette was used as well as a few custom spot illustrations to communicate the lineup: a mixtape, a couple of D.J. knobs, a crossfader from a turntable, an amplifier, a record sleeve, and a few others. The ampersand became iconic and the client's in-house design team took the logo a step forward and used the shoelace as a decorative element for the backgrounds used in interviews and at the event.