Initial Observation:
Stern Grove offers a free outdoor festival to the San Francisco general public. Creating an identity for the festival included bringing a concept to life that incorporated the music, dancing, and festivities.

Final Destination:
Festivals are often crowded, so the identity was approached from an alternative perspective to an outdoor venue: Boxed In. The type choices reflect this idea, and movement is shown through the placement. A postcard system was created along with a corresponding ticket and phone app design.