This all day Indie Rock music festival was hosted by Pabst Blue Ribbon.
Taking place on the 4th of July, the design colors were kept red, white, and blue to keep that familiar patriotic feeling. Using an illustrative character that resembles both Uncle Sam and the legendary musician Slash from Guns’N’Roses, it unites both the holiday and the music festival into one rocking’ piece. At the same time, while keeping the illustrative character a part of the younger looking generation, it draws in the audience that is desired of this type of event. Using the character and colors into the other pieces brings consistency throughout the entire campaign.