HILA Head in Los Angeles

HILA: Head in LA is a bold rebranding of the Head in the Clouds festival by 88 Rising. After interviews revealed the festival's perception as a "starter festival" that lacked returning attendees, I wanted to give the festival a new voice to go from a "gateway festival" to a must-attend event. This project revitalizes HILA with a hard-hitting, edgy aesthetic to counter misconceptions about Asian music and culture. My work spans event, motion, spatial, editorial, and brand identity design.