Fremont Street New Years Eve Branding & Art Direction
Role
Visual Identity Design • Art Direction
Scope
Visual Identity • Art Direction
Agency & Year
Noble Studios | 2025
Thanks to
Fremont Street Team - Photography
Fremont Street Experience needed a New Year's Eve concert event to feel like an extension of their brand, not a one-off — loud, in-your-face, built for a good time, in line with their "Always On" campaign. I built the event's brand and art direction, giving their team a system to run across signage, canopy graphics, and motion content, while staying recognizably part of the larger Fremont Street identity.
The Full Story
Fremont Street Experience's brand runs on energy, loud, unapologetic, and built around the idea that the party is always on. My job was to give their New Year's Eve concert event its own identity that lived inside that world without breaking from it. The NYE logo was built to look like an off-kilter Las Vegas sign, like a neon sign hanging slightly crooked, like it’s been blasted with heavy bass from a speaker that was a little too close.
The Fremont brand is built on flat graphic icons. For their NYE event brand, I provided them with a fresh set that felt like they belonged within that same family. But I pushed toward star shapes and soundwaves, echoing the fireworks and the energy of the night itself. Those icons anchored a gridded poster system built to showcase performers and event information clearly, without losing any of the brand's loudness.
For the rest of the system, I leaned into a collage aesthetic, framing performers with a mix of flat graphic shapes and gritty texture, which added depth and intrigue. This layered system lent itself well to motion. The graphics created by the Fremont Street team ran along LED signage up and down the street, on the massive LED canopy overhead, and behind performers on stage. Additionally, a photo backdrop was created for visitors to take branded photos, further spreading their brand.
