Refinery29 / Group Creative Director / 2021 / Unpublished
In 2022, 29Rooms was set to launch a new tour and rebrand, titled Make Contact, evolving the beloved franchise for a new Gen-Z audience, with a focus on sensorial experiences, live entertainment, social experiments and a overall focus on touch and connection across its twenty nine activations. A new brand identity was developed evolving the original 29Rooms’ event identity. We created a flexible kit of parts that could be mixed and matched depending on application and that could be implemented across different touchpoints — ranging from digital social posts to building wraps and everything in between.
We collaborated with Lithuanian artist Aistė Stancikaitė to create a series of hand-drawn illustrations evoking the themes of Make Contact that worked in tandem with our pre-existing branding.
Team: Monica Herman, Paula Volchok (Art Direction) Aistė Stancikaitė (Illustration)