Company
Cornerstone Agency
Timeline
2021
Role
Designer
Client
Tupac Estate
Tupac Estate - Event Design System
Wake Me When I’m Free
Tupac Returns
Ask:
Create a flexible design system for Wake Me When I’m Free, an immersive museum experience honoring Tupac Shakur, ensuring cohesion across various mediums while maintaining the integrity of his legacy.
Challenge:
The exhibit required a unified visual identity that could seamlessly translate across billboards, merchandise, tickets, and other touchpoints while resonating with both longtime fans and new audiences.
Approach:
We developed a scalable design system that balanced bold, contemporary aesthetics with Tupac’s raw, poetic storytelling. The system incorporated typographic treatments, color schemes, and adaptable layouts to maintain consistency while allowing for creative expression. Our designs were presented to and ultimately approved by Tupac Shakur’s Estate.
Impact:
The design system was successfully applied across posters, social campaigns, and digital ads, contributing to the exhibit’s cohesive visual identity. Wake Me When I’m Free debuted in Los Angeles to widespread acclaim, with Billboard calling it “a labyrinth of emotions” that offered a “deep, educational dive into [Tupac’s] complicated life.” The experience attracted fans and newcomers alike, cementing his legacy in an innovative, immersive format.
