Alive @ Five is a summer-long outdoor concert series and happy hour, which doubles as a fundraiser for our client, Downtown Frederick Partnership. Through funds raised by ticket sales, all proceeds are reinvested back into Frederick by the Partnership’s year-long initiatives.
Each Alive @ Five season requires a custom illustrative identity which will be applied across numerous collateral pieces including a season poster, rack cards, tickets, business cards, and other larger form print pieces like banners. To begin the process, I participated in a brainstorm with the members of Downtown Frederick Partnership where we selected inspiration and narrowed down concepts. I then fleshed out these concepts and presented my ideas and sketches to the Partnership where the final design was selected.
The rollerskates concept brings a bright pop-aesthetic and implied motion to match the overall energy of Alive @ Five with colors that evoke the feeling of getting off work and walking over to Carroll Creek (where the event takes place) as the sun sets lower in the sky.
The poster of this season’s Alive @ Five was custom screenprinted with the assistance of Frederick Book Arts Center. Working in close collaboration with the team at their Grasshopper Print Shop, I carefully selected colors and blocking that would take full consideration of the medium.
