CULTURE CURRENCY

CREATIVE DIRECTION, LEAD DESIGN, ART DIRECTION

I had the opportunity to lead the design and creative direction for Culture Currency's inaugural event, "Fly Fabrics," a fashion and live performance showcase aimed at young adults in alternative and underground scenes. My role was to create a bold, cohesive visual identity for the event’s social media campaign, targeting an audience that thrives on subcultural movements and values non-mainstream aesthetics.

Given the nature of the event—a fusion of alternative fashion design and live music—I adopted an art direction that leaned into grunge and underground culture. I designed the visuals with a distinctively raw and edgy aesthetic, using a bold red and black color palette to evoke intensity and energy. The chosen colors, combined with gritty textures and strong typography, aligned with the rebellious and creative spirit of the event, resonating strongly with the alternative community.

I crafted a visual narrative that emphasized the collaborative, grassroots nature of Culture Currency and its artist collective. My focus was on creating an authentic, DIY-style aesthetic that would speak to the audience’s desire for individuality and creativity. I handled everything from layout to typography, ensuring that the design elements not only reflected the ethos of the event but also stood out in competitive social media spaces like Instagram and TikTok.

In addition to the overall look and feel, I ensured consistency across all promotional materials—from event posters to digital assets—ensuring that the brand message remained strong and cohesive. The graphics were designed to draw attention and build anticipation, tapping into the visual language of underground fashion and music culture while maintaining an alternative edge.

The result was an overwhelming success. The event attracted a significant crowd, far exceeding initial expectations, establishing "Fly Fabrics" as a hit within the local underground scene. The visual identity I crafted played a key role in this, driving engagement and setting a distinctive tone for future Culture Currency events.