2022 March madness Music Festival

AT&T Block Party Rebrand

The AT&T Block Party is a one-night concert event that is part of the larger March Madness Music Festival which accompanies the NCAA Men's Final Four tournament each year. The objective was to create an identity system for this event that would align with AT&T's current consumer-facing branding while also allowing flexibility to refresh each year for each new city. To showcase the energy and sounds that AT&T wanted to bring to each city, animated equalizer bars were incorporated into unique cityscapes that gave a nod to locals. 2022's Block Party identity in New Orleans gave special homage to the city by incorporating a riverboat into the cityscape graphic which was present in real life next to the concert venue. The identity was then expanded out to stage and environmental graphics, digital video boards, printed signage, social and other collateral materials.