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.
