"The Hustle" is a staple in the Canadian hip-hop industry, known for showcasing top-tier talent. Bringing this series to Mississauga for the first time required a campaign that honored the brand's legacy while signaling a fresh, new chapter for the city.
My objective was to create a visual identity that felt "industry-standard" yet distinctly local. I developed a design system centered around a "snapshot of the culture" theme, utilizing Polaroid frames to showcase the artists (EverythingOShaun, J.O. Mairs, MDRA, D.O.V.) and high-impact "Chrome" typography to add a layer of polish and prestige.
This project required a high volume of individualized assets. Instead of a single generic flyer, I created bespoke promotional graphics for every artist on the bill. This strategy empowered the performers to take ownership of the promotion, significantly increasing the event's social reach and ticket sales.
Key Deliverables:
Campaign Identity: Adapting "The Hustle" branding for a Mississauga audience.
Artist Promo Kits: Individualized social assets for each performer featuring custom typography.
Digital & Print: Eventbrite headers, Instagram carousels, and venue signage.
Partnership Integration: Seamlessly integrating logos from sponsors like Mississauga Music and 40oz Heroes without cluttering the visual hierarchy.
The Outcome
The branding for The Hustle Mississauga Edition set a new standard for local concert promotion. By treating local headliners with the same visual respect as major touring acts—giving them high-gloss, custom assets—we elevated the perceived value of the ticket before the doors even opened. The visual cohesion across all platforms played a crucial role in packing The Rec Room and proving that Mississauga could sustain a high-level hip-hop industry showcase.
