Bringing fans closer to the artists they love — show after show.

The Small Stage Series is one of SiriusXM's most ambitious ongoing programs: pairing major artists with intimate venues to create the kind of access that money can't buy. As part of in-house creative services, I contributed to building and evolving the visual system that made it work, and kept working across dozens of shows spanning artists from Dave Matthews to Coldplay to J. Cole.

The core design challenge was one of the hardest in branding: create a system flexible enough to honor wildly different artists and fan communities, while maintaining enough series consistency that audiences always knew where they were. The answer was a framework built on strong typography and streamlined layouts, structure that stepped back and let each artist's world come forward.

The work lived everywhere a fan could see it: key art, social toolkits, Rolling Stone homepage takeovers, venue signage, photo op installations, laminates, pillow-case banners and merch. When the design is on the walls of the Apollo and backstage at The Roxy, it has to hold up in ways a screen asset never needs to.