For the Levitt Shell’s 2013 Free Music Concert Series, we set out to create campaign artwork that celebrated Memphis as the global cultural icon it is—while launching the Shell’s new brand in a way the city could instantly connect with. Drawing on my background in music industry design, I partnered with Don Clark of Invisible Creature to create a poster series that honored the city’s legacy and amplified the energy of the season.

The illustrations featured a reimagined Memphis skyline packed with beloved cultural landmarks—STAX Records, the National Civil Rights Museum, Sun Studio, Gibson Guitars, Graceland, Skateland, FedEx, and more—all orbiting the Shell as the central heartbeat of the art. We created three distinct posters for the season, shifting color palettes from bright day to warm sunset to deep night. The prints were given away at concerts and extended across apparel and signage, building buzz and reinforcing local pride.

The series helped frame the Levitt Shell not just as a venue, but as a living, breathing part of the cultural fabric of Memphis. It connected the Shell’s mission to the city’s creative legacy and gave the community a bold new way to see themselves in it.

Creative Direction & Relationship: Conviction / Poster Art & Design: Don Clark