THIS916 is Sacramento’s premiere live music and event series offering the people of Sacramento a way to enjoy local artists as well as some of the biggest names in house music. THIS is Midtown started as a free monthly outdoor block party and has expanded to 2 monthly events and larger venues, offering acts that rival those of neighboring cities.

In 2021, after surviving the event lull thanks to the COVID-19 pandemic, THIS was looking to refresh their look and expand, booking even bigger acts and drawing larger audiences. We created a fun, pop-inspired illustrative brand focused on summer colors and themes. We successfully created a recognizable and unique look that doubled audiences and engagement.

On top of redesigning the logo for the concert series, many hours were spent creating social and marketing materials to promote each event. This included hundreds of social posts, dozens of artist frames, posters, a suite of merchandise and event signage and graphics for use at the events.

In 2022, we again refreshed the brand with a lighter, cleaner appearance and more delicate details than the previous year. I dedicated a number of hours to a piece of art that paid a heavy homage to the city of Sacramento and acted as the centerpiece for the entire event series, expanding into more events and bigger acts than ever before. We expect this year to be our proudest achievement to date.