"Monopoly Money" is the playful jab often thrown at colorful Canadian currency. For this tour—featuring a lineup of Canadian hip-hop heavyweights (Fresh Kils, Spenny, Eric Gordon, Roshin) hitting the US market—we leaned all the way into the joke.
The goal was to create a tour brand that was instantly recognizable yet modular enough to serve different venues across the Midwest and South. I developed a comprehensive design system based on the board game’s iconography, flipping the script to celebrate Canadiana.
The Design System:
Banknote Portraits: Instead of standard headshots, I illustrated each artist in the style of steel-engraved currency portraits. Each artist was assigned a specific "denomination" color (Blue, Red, Green, Purple) and paired with subtle Canadian easter eggs (hockey players, geese, maple syrup, moose) in the background.
The "Deed" Flyers: To streamline promotion for multiple cities (Chicago, Cincinnati, Atlanta, etc.), I utilized the classic Monopoly "Title Deed" card layout. This allowed for a consistent visual template where venue data could be swapped out easily while maintaining the tour's strong visual identity.
The "Mortgaged" Variant: I even created "Mortgaged" versions of the property cards (the black reverse side) to handle cancellations or secondary announcements, turning potential logistical updates into an "inside baseball" joke for fans of the game.
Master Routing Map: The main tour poster reimagined the game board in perspective, with the tour stops replacing the property names and "Jail" serving as the Nashville stop.
The Outcome
The Monopoly Money Tour branding provided a cohesive visual narrative that traveled as well as the artists did. The "Title Deed" flyer system proved to be an incredibly efficient marketing tool, allowing local promoters to share assets that felt bespoke to their city while feeding back into the larger tour brand. The "engraved" character illustrations gave the project a premium, custom feel that separated it from standard rap tour posters, turning the marketing materials into collectible pieces of art in their own right.
