THE ROYEL
THE ROYEL
SUMMER DAZE
Music
Events & Activations
Year
2024
Disciplines
Art Direction
Brand Identity
Campaign
Creative Direction
Editorial Design
Logo Design
Print Design
Product Design
Publication Design
Small Format Graphics
Tone of voice
Summer Daze is a summer concert series hosted by The Royel, a small, trendy independent concert venue in Los Angeles that embodies the spirit of underground music culture. The concert series is for the benefit of Arts for LA, a cross-sector and cross-discipline arts advocacy organization in Los Angeles County.
THE PROJECT
To create a dynamic and engaging concert series that highlights emerging and established artists across multiple genres, enhancing the profile of The Royel as a cultural hub and provide concert goers an intimate, high-quality music experience that fosters a deep connection between performers and the audiences.
THE APPROACH
It was imperative to strengthen the venue’s brand identity as a top-tier live music to attract a loyal audience through curated, quality performances that cater to varied musical tastes. Providing a platform for emerging artists while also drawing established names for special showcases, while also fostering a sense of community by offering opportunities for local talent, collaborations, and after-show mingling events was a must, so the concept behind the design was meant to invoke a familiar California summer vibe through the visual design with a vibrant color palette and welcoming messaging.
THE GOAL
The goal was to position The Royel as a go-to destination for live music, with a unique vibe that distinguishes it from larger concert spaces. The Summer Daze concert series focuses on diverse musical acts—ranging from indie rock, jazz, and folk to electronic and experimental sounds—targeting a broad audience of music enthusiasts. The aim was to create a fun and inviting design to create free print collateral to distribute and create awareness of the series and it's initiatives.
Summer Daze is a summer concert series hosted by The Royel, a small, trendy independent concert venue in Los Angeles that embodies the spirit of underground music culture. The concert series is for the benefit of Arts for LA, a cross-sector and cross-discipline arts advocacy organization in Los Angeles County.
THE PROJECT
To create a dynamic and engaging concert series that highlights emerging and established artists across multiple genres, enhancing the profile of The Royel as a cultural hub and provide concert goers an intimate, high-quality music experience that fosters a deep connection between performers and the audiences.
THE APPROACH
It was imperative to strengthen the venue’s brand identity as a top-tier live music to attract a loyal audience through curated, quality performances that cater to varied musical tastes. Providing a platform for emerging artists while also drawing established names for special showcases, while also fostering a sense of community by offering opportunities for local talent, collaborations, and after-show mingling events was a must, so the concept behind the design was meant to invoke a familiar California summer vibe through the visual design with a vibrant color palette and welcoming messaging.
THE GOAL
The goal was to position The Royel as a go-to destination for live music, with a unique vibe that distinguishes it from larger concert spaces. The Summer Daze concert series focuses on diverse musical acts—ranging from indie rock, jazz, and folk to electronic and experimental sounds—targeting a broad audience of music enthusiasts. The aim was to create a fun and inviting design to create free print collateral to distribute and create awareness of the series and it's initiatives.
