When producer and culture-builder Andrew Boos partnered with The Guardsmen to launch the Bay Area Rocks! benefit concert, I was brought in to create a full visual identity from the ground up. The goal was to craft a brand system that felt bold, iconic, and rooted in Bay Area culture while carrying the raw energy of rock heritage.

I developed a cohesive visual language that extended across posters, digital assets, sponsorship decks, stage signage, and all event collateral. This included original poster artwork, logo design, type treatments, and a graphic system built for high-impact environments.

The identity balanced local pride with a clean, modern edge — ensuring every touchpoint, from promotional materials to on-site visuals, felt unified and unmistakably Bay Area Rocks.