When producer and cultural-entrepreneur Andrew Boos partnered with The Guardsmen and other Bay Area champions to launch the annual Bay Area Rocks! benefit concert for local youth, I was brought in to build the visual identity from the ground up.

From the foundation we developed a visual system that could live across posters, digital assets, sponsorship decks and live event signage. I created all-original poster artwork, designed logos and type cues, and defined a bold branding aesthetic rooted in rock heritage meets Bay Area identity.

The project spanned concept to delivery in a compact sprint: designing the main campaign, applying the system across print and web, and producing final deliverables for event, social and on-site use. The result: a cohesive visual voice that elevated the benefit concert’s atmosphere and unified every touchpoint — from poster to stage.