Wake Me When I’m Free Tupac Shakur
Event Design System
Wake Me When I’m Free was more than a museum—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
TWIGMITTT*
Services
Visual Designer, Strategist
Timeline
2022
Industries
Music
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 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 creative expression.
Our designs were presented to and ultimately approved by Tupac Shakur’s Estate.
Impact
The design system was successfully applied across posters, social campaigns, and digital ads, contributing to the exhibit’s cohesive visual identity. Wake Me When I’m Free debuted in Los Angeles to widespread acclaim, with Billboard calling it “a labyrinth of emotions” that offered a “deep, educational dive into [Tupac’s] complicated life.”
The experience attracted fans and newcomers, cementing his legacy in an innovative, immersive format.
