In partnership with Tom Roche productions, we gave SoFi a new event look without breaking their current brand mold. The SoFi brand and color palette were already friendly and approachable, but we needed to inject a night-time friendly color motif to really get the mood going. So, by utilizing some chosen color selects from the established SoFi color palette of primary, secondary, and tertiary colors—and adding an accent black to it—the possibilities were endless.

We drew inspiration from the eclectic foliage of a rainforest and the kitschy vibes of Palm Springs and created a world of organic and geometric fantasy— a playful nightlife aesthetic with visuals to be adored— tasteful, fun, and chic.