Wake Me When I’m Free Tupac Shakur

Event Design System

Wake Me When I’m Free was more than a museum—it was a digital love letter to Tupac’s legacy. I helped design an experience that hit hard like a verse from Hail Mary, blending poetry, protest, and pixels.

Company

Cornerstone Agency

Services

Visual Design Strategist

Industries

Music

Timeline

2021

Ask

Create a flexible design system for Wake Me When I’m Free, an immersive museum experience honoring Tupac Shakur, ensuring cohesion across various mediums while maintaining the integrity of his legacy.

Challenge

The exhibit required a unified visual identity that could seamlessly translate across billboards, merchandise, tickets, and other touchpoints while resonating with both longtime fans and new audiences.

Approach

We developed a scalable design system that balanced bold, contemporary aesthetics with Tupac’s raw, poetic storytelling. The system incorporated typographic treatments, color schemes, and adaptable layouts to maintain consistency while allowing for creative expression. Our designs were presented to and ultimately approved by Tupac Shakur’s Estate.

Impact

The updated visual identity strengthened abovo’s brand presence, resonating with both artists and clients. This cohesive branding reinforced the agency’s dedication to inclusivity and connection, enhancing its appeal within the fashion, beauty, entertainment, and lifestyle industries.