For the Winter 2025 season of The Hustle concert series in it's 11th year, the objective was to promote three distinct monthly events under a single cohesive campaign. The challenge was to unify diverse lineups—ranging from Soul to Hip Hop to Groove—while ensuring each event felt unique. I developed a color-coded "Series Identity" to visually distinguish the dates while maintaining brand consistency:
Edition 42 (Valentine's Special): A Rose Pink palette for the soulful R&B lineup.
Edition 43 (Hip Hop Thing): A Cyan Blue palette for the rap-focused showcase.
Edition 44 (Groove and Soul): A Teal Green palette for the alternative/groove night.
The Master Print Strategy: To maximize marketing efficiency, I designed a single "Master Poster" to promote the entire season at once. The front features a composite of the headliners (Rachelle Show, Thelonious, Bitter & Broke, et al.) to show the scale of the talent. The back functions as a functional calendar and menu, featuring QR codes for each specific date, allowing one piece of physical collateral to drive ticket sales for three separate events.
The Outcome
By consolidating three months of programming into a single "Season" campaign, we significantly reduced marketing friction. The master poster strategy allowed for a single, high-volume print run that remained relevant for the entire quarter, cutting production costs while maximizing exposure. The color-coded visual system eliminated confusion between dates, helping audiences navigate the schedule intuitively. This streamlined approach turned individual show promotion into a sustained brand presence at It's OK* Studios, driving consistent attendance across all three editions.
