Celebrating a decade of "The Hustle" required more than just a single party; it needed a retrospective series. The 10-Year Anniversary was split into two distinct chapters: a breezy, open-air summer showcase at Trillium Park (Part 1) and a classic, high-energy return to the legendary Revival Bar (Part 2).
My challenge was to create a visual identity that felt like a "celebration" while distinguishing the two very different venue atmospheres.
The Design Strategy: "Day & Night" I developed a modular "stacked pill" layout system that could hold the massive artist rosters (featuring legends like Rich Kidd, Masia One, and rising stars like Clairmont The Second) without looking cluttered. I then used color grading to differentiate the chapters:
Part 1 (SummerSeries): A warm, sunset-inspired palette (Peach, Pink, Teal) to reflect the outdoor, lakeside setting of Trillium Park.
Part 2 (Revival): A darker, electric palette (Deep Purple, Neon Green) to capture the gritty, late-night energy of the club environment.
Key Deliverables:
The "Stack" Layout: A flexible typographic system that allowed for easy hierarchy adjustments as the lineup evolved.
Massive Asset Scale: I produced bespoke "Solo" assets for every single artist on the bill (over 20+ acts), giving each performer their own moment to shine on social media while maintaining the event's uniform look.
Cross-Platform Suite: Adapted the designs for Eventbrite headers, Instagram Stories, square feeds, and physical signage.
The Outcome
The 10-Year Anniversary campaign successfully honored the legacy of The Hustle while looking forward to the future. The "Day and Night" visual strategy helped audiences instantly distinguish between the free outdoor event and the ticketed club show, minimizing confusion. The individualized artist assets flooded local social media feeds, creating a "takeover" effect that drove significant attendance to both legs of the series.
