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.