→ BRANDING → CREATIVE DIRECTION → PHOTOGRAPHY → TYPOGRAPHY → COPYWRITING

GOODSTUF is a conceptual music festival hosted by everyone’s favorite cookie, Oreo. The festival is a 3-night dance club experience featuring many experimental pop artists, perfect for the cool NYC club kids. The marketing and campaign experiments with early Tumblr indie sleaze aesthetics mixed with Oreo’s fun and cheeky personality.

GOODSTUF’s identity is inspired by early 2010s Tumblr posts, pairing hazy, dreamlike images with experimental typography inspired by early 2000s punk and rave cultures.

Owners Text is a simple sans serif that was used throughout the project. The text was manipulated in ways that are deemed “wrong” - stretched out, outlined, and hard justified to bring in a subtle touch of punk to represent the experimental music this event is based on.