SXSW Rebrand


The South by Southwest® (SXSW®) Conferences & Festivals offer the unique convergence of original music, independent films, and emerging technologies. Fostering creative and professional growth alike, SXSW is the premier destination for discovery.

Year after year, the event is a launching pad for new creative content. New media presentations, music showcases and film screenings provide buzz-generating exposure for creators and compelling entertainment for audiences. Conference panel discussions present a forum for learning, business activity thrives at the Trade Shows and global networking opportunities abound. Intellectual and creative intermingling among industry leaders continues to spark new ideas and carve the path for the future of each ever-evolving field, long after the events’ conclusion.

The Problem

Since it's beginning in 1987, SXSW has significantly grown, from 700 registrants to currently 51,000 registrants, as well as over 2,000 acts! With that in mind, a few of the problems is that the scheduling system for SXSW is often overwhelming and hard to navigate. The festivals are difficult to plan due to the different venues and necessity for transportation and planning. The website and the mobile app need to be cohesive and work together in a way that makes the experience easier for the visitors. In addition, the networking experience needs to be improved as to allow for easier ways of communication and meeting new people and making contacts throughout the festival. 

Additionally, the identity of the festival needs a refresh as well as an easier way to differentiate the different branched (music, film, and interactive) without changing the main identity of the general SXSW festival. 

The Solution

A brand new logo system will be established to keep a consistency and differentiation among the different festival branches. In addition, the website and mobile app will be redesigned and re-organized to simplify the festival experience as well as generate recognizable signage and assets throughout the city of Austin that will help festival goers get around and ensure the most effective use of their time.

Identity System

Current Logos


The identity system is versatile and available in both square and rectangular shapes, depending on where it's going to be applied. In addition, the different colors differentiate the different festivals: pink for film, light blue for film, green for interactive, and navy blue for the general sxsw. The system also allows for captions underneath the logo so that the system doesn't rely on color when dealing with specific festivals. 

Passes & Wristbands

TV Spot


The website was redesigned to be simpler to navigate. The news sections are separated between topics, and the badge/ticket purchases are in a similar style. You also have a lot of the same features that you have on the mobile app that are able to be transferred between each other for maximum planning and organization of the event. 

Mobile App

Using Format