challenge

Designing for concerts at Golden 1 Center meant more than filling seats—it was about elevating each show into a moment fans and artists would never forget. With world-class performers like John Mayer, Shawn Mendes, Khalid and Post Malone, the challenge was to create visuals and experiences that reflected each artist’s identity while making Sacramento feel like a meaningful stop on their tour.

approach

I led creative direction for concert marketing—designing posters, digital ads, and arena signage tailored to each artist’s style. Beyond promotion, I concepted and created custom one-of-one gifts—like rhinestone-studded jackets with hand-drawn illustrations—for Post Malone and worked with Levi’s to create a custom denim jacket for Shawn Mendes. These pieces were gifted backstage just before showtime. I also photographed every concert, with images featured by both the arena and the artists’ teams, capturing the energy of the night and extending the fan experience beyond the venue.