Calarts Mayhem

Led the branding, motion design, and visual identity for Mayhem, CalArts' annual campus-wide arts festival, in collaboration with the Marketing & Communications team, including strategists, writers, social media managers, and web designers.

The project brought together a diverse range of programs - including the World Music Festival, Artisan Marketplace, Open Studios, theater performances, exhibitions, and student events - under a single, cohesive festival brand. I developed the visual system and creative direction that unified these experiences while reflecting the experimental and interdisciplinary spirit of CalArts.

My role included creating the festival identity and producing motion, digital, web, social, environmental, and print assets across the campaign, helping establish a consistent and recognizable presence across all audience touchpoints.

            

The Mayhem logo began with chunky, organic letterforms inspired by the raw energy of making. Rather than leaning into the traditional connotations of chaos or disorder, the identity reinterprets "mayhem" as a celebration of artistic creation, experimentation, and creative discovery.


The irregular shapes, vibrant colors, and playful composition create a sense of controlled unpredictability - balancing spontaneity with intention. In motion, the logo features a subtle heartbeat-like pulse, bringing a sense of aliveness and energy to the system. The result is an identity that feels vibrant, expressive, and constantly in motion - reflecting the spirit of CalArts and the creative community it brings together.

.