Converse Rubber Tracks was built to give back to this community with a state-of-the-art recording studio in Brooklyn, NY, where bands were able to connect, rehearse and record for free. As an extension of the studio, a global music series called Converse Rubber Tracks Live was created to provide emerging musicians the opportunity to open for major headlining talent. In developing the visual system, our goal was to stay true to the music community we were serving. The creative direction informed promotional materials, in-venue branding, and consumer activation. Branding was minimal by design, placing emphasis on the tradition of the gig poster to add authenticity to these events and engage with local creative communities. We art directed bespoke posters from over 30 local artists, used for event promotion and given away as a souvenir to concert goers.

VISUAL IDENTITY, ART DIRECTION, BRAND DESIGN, SOCIAL MEDIA STRATEGY

Artists (top left to bottom right): Diplomatas.tv, Josh Cochran, Mishka Westell, Bijou Karman, Alex Trochut, Mike Tabie, Christian Bland, Matthew Fleming, James Weinberg, Cade Beaulieu, Nathan Yoder, Tavo Montañez, Sophie Roach, Scrojo, Ryan Frease, Erick Montes, Mike Perry, Viet Huynh, Mr. Kiji, Niki Roehreke, Mike Zimmerman