Wake Me When I’m Free Tupac Shakur

Event Design System

Wake Me When I’m Free was more than a museum—it was a digital love letter to Tupac’s legacy. I helped design an experience that hit hard like a verse from Hail Mary, blending poetry, protest, and pixels.

Company

TWIGMITTT*

Services

Visual Design

Strategist

Timeline

2019

Industries

Music

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

Create a distinctive and cohesive visual identity that reflects abovo’s mission of representing the next generation of female and non-binary photographers and directors while ensuring consistency across various platforms.

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.

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