Overpass
Music Festival

ROLE
Branding, Digital Design, Audience Research

FOCUS
Festival Identity, Digital Experience, Social Campaign, Ambassador Strategy

ABOUT THE PROJECT
Overpass Music Festival was originally planned as an in-person event in Los Angeles before shifting online due to COVID, just three months before the scheduled concert.

The new direction repositioned the festival as a global platform for Asian musical talent while preserving its connection to LA’s music scene and creative community. My role supported design production across social, web, and video, along with audience research to identify influencers and ambassadors aligned with the festival’s target audience.

This helped shape a direction that felt bold, culturally relevant, and connected to the community it was built for.