ASUCD CREATIVE MEDIA
Sunset Fest
SKILLS
Creative Direction
Brand & Visual Identity
Environmental Graphics
COLLABORATORS
Gabriel Figueroa, Project Manager
Joyce Pau, PM & Designer
Tegan Leong, Designer
Aggie Studios, Photography
Sunset Fest is ASUCD’s annual homecoming music festival, held each fall to celebrate the start of the academic year.
For Sunset Fest 2024, our team developed and executed a cohesive visual identity within a one-month timeline. The system centered on a minimal, modular design language built from warm sunset color blocks, repeating patterns, and imagery inspired by the sun setting over Davis’s natural landscape. These elements created a visual language that felt both vibrant and grounded in the local environment, while allowing the identity to scale seamlessly across deliverables of varying sizes. The final asset suite included designs for a T-shirt, tote bag, stickers, flyers, and social media posts, with additional social content created by the Entertainment Council design directors.
2025 UPDATE
Working collaboratively with the Entertainment Council team, we revisited the existing brand guidelines to address a growing need for greater flexibility across photography, digital content, and other media-rich applications. We introduced a subtle refresh that expanded the visual system while preserving its established identity, creating a more adaptable framework for the following year and a wider range of content formats.
