Beats × Woodstock 50
Student concept project — a self-directed response to a brief, not a commissioned campaign. Not affiliated with or endorsed by Beats by Dre or Woodstock.
A concept for how Beats by Dre might have shown up at Woodstock's 50th anniversary — a visual identity built to carry Beats' innovation and cultural weight into a festival defined by its 1969 spirit, while making it unmistakably built for today.
The challenge
Woodstock 2019 was never just a sponsorship slot — it was a chance to stand inside a 50-year-old cultural movement without diluting it. Beats needed to bring its own innovation, creativity, and connections to the table while staying allegiant to 1969: the festival had to feel like it belonged to today's generation, built for now and for what comes next, without losing the thing that made the original unrepeatable.
Approach
The whole identity sits on one tension: two eras, one voice. "Woodstock Out Loud" became the campaign's spine — 1969 and 2019 stamped side by side wherever the wordmark appears, with the Beats "b" folded directly into the lettering so the brand reads as part of the festival's DNA, not a logo bolted on top of it.
Photography leans on grainy black-and-white halftone and newsprint texture — the visual grammar of a 1969 news clipping — then interrupts it with hits of Beats red and, in places, a loud wash of psychedelic colour. That contrast is the whole point: reverence for where Woodstock came from, energy for where it's going. Peace signs, music notes, and hand-drawn linework carry the counterculture references through everything from posters to tote bags without ever feeling like costume.
Two rallying lines — "Sing Out Loud" and "Dance Out Loud" — gave the poster series room to flex across different performers and moments while keeping one consistent shout.
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Digital Instagram stories
The same rallying lines built for the vertical, sound-on world of Instagram Stories.
In the wild
The poster series applied cleanly to real-world placement — wheatpasted three-up on concrete, exactly how a festival campaign actually gets seen on the street.
Applications
The line-art and colour system carried through to merchandise and event collateral — from a stripped-back peace/music/heart mark on canvas, to a full psychedelic pattern pulled straight from the '69 moodboard.
Mood board and inspiration
Where it started — Beats product design, Woodstock '69 ephemera, and the portrait and typography references that shaped the campaign's tone.
A student concept project — visual identity, hero key art, and applications, developed in response to a hypothetical brief. Not a commissioned campaign, and not affiliated with or endorsed by Beats by Dre or Woodstock.