College - Author 1
College of Liberal Arts
Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
6-2026
Primary Advisor
Rachel Ma, College of Liberal Arts, Graphic Communication Department
Abstract/Summary
2nd Summer is a fictitious music festival created to address a gap in the live music event market for Cal Poly students. Existing festivals are often too expensive, poorly targeted toward students, or lack opportunities for student musicians. This project focuses on developing a festival’s branding and marketing, including the visual identity, promotional materials, and overall brand strategy. Designed as an affordable and community-driven event, 2nd Summer emphasizes inclusivity, student culture, and the promotion of emerging student artists. Through cohesive branding and targeted marketing, the project aims to create a recognizable festival identity that resonates with college students and strengthens engagement within the local music scene.
URL: https://digitalcommons.calpoly.edu/grcsp/355