Branding System (Festival Identity, Website, Merchandise), 2023
Retro Roots is a fictional benefit festival created to celebrate the music and counterculture of the 1960s. The branding uses bold colors, psychedelic shapes, and type inspired by poster design from the era to capture the spirit of San Francisco’s music scene. I wanted the aesthetic to feel lively and immersive while tying it to a modern cause. The project shows the importance of protecting the environment. It uses a blend of nostalgia with activism to create a consistent and engaging identity across print, web, and merch.
Raymond Nairn
@ Raymond Nairn 2025