BOSTON CALLING

In the heart of Boston proudly stands a music festival so badass that it was banned from its own city. Just kidding, it was cancelled due to the COVID-19 pandemic, but the "badass" comment remains justified! With a lineup featuring the Red Hot Chili Peppers, Foo Fighters, Run the Jewels, the 1975 and the return of the mighty Rage Against the Machine, a festival of this magnitude needed to be refitted with new look and a new message.

Partner: Colossus
Creative Direction: Travis Robertson
Copywriting: Greg Almeida

Client: Madison Square Garden
Deliverables: Strategy, brand, identity, campaign

Logo family

Logomark character evolution:
Previous mascot on the left and the updated design for 2020 and beyond on the right. The new look is simplified, graphic and has a more focused, Bostonian glare letting you know he means business.

An exercise in finding the proper amount of "Boston" to inject into the revised facial features.

Featuring a lineup of headliners that just about every human being on the planet is aware of, the announcement of the stacked schedule prompted several pre-teen trolls on Instagram to respond, "Who? lol".

Who, indeed.

Thanks to the Gods of Rock,
Boston Calling has been rescheduled for Memorial Day Weekend 2022!