SZA – A Grammy-winning artist known for her genre-blending sound and deeply personal storytelling went on an insect-inspired summer/fall tour.
BACKSTORY:
The tour’s creative direction imagined a surreal, bug-sized world—lush, low to the ground, and full of iridescent textures. The visual identity needed to reflect SZA’s new fixation on insects and align with the larger production design.
THE MISSION:
Create a flexible visual identity inspired by beetle shells, butterfly wings, and natural patterns. The system needed to work across digital, print, and merchandise.
WHAT WE DELIVERED:
- Tour Logo System
- Visual Concept & Application
- Tour-Wide Integration
RESULTS:
We designed custom S-Z-A letterforms based on moth and butterfly wing patterns. These were arranged into a hand-crafted lockup that felt alive and organic.
The identity featured iridescent greens, mirrored layouts, and tech-inspired patterns—tying into a beetle-shell motif used on passes and credentials. It also appeared in the show’s video intro, team communications, and inspired later merch designs.
