Year
2025
Client
RIVIAN
MAIN Category
Branding
Project relevance
ACADEMIC
With bold typography, a striking, high-contrast color palette, and immersive visuals, the design is tailored to highlight the music event's theme, promote the unfiltered culture, and evoke a strong sense of community. Additionally, the brand was creatively applied to merchandise, social advertisements, and website/app channels.
The development process consisted of an extensive logo making process, relevance research, brand cohesion systems, and language authenticity research. This strong foundation allowed for application to the event poster, social advertisements, and merchandise application.
In Hawaiian, “kumakena” means to lament for the dead and mourn, thus a big part of the event’s intent to commemorate and celebrate past loved ones in the community with music and Hawaiian festivities. Rivian is sponsoring the event in Hawai’i as trucks are the most bought, sold, and owned vehicles in the state; this is Rivian’s opportunity to introduce their electric environment-conscious vehicles.
