WILL OVERMAN + GRADY SPENCER
TOUR ICON DESIGN
CREATING THE DESIGN
Custom tour icon designed for Will Overman and Grady Spencer’s Somewhere Upstate tour. The lightning bolts act as a visual bridge, symbolizing the coming together of two artists, two sounds, and two types of audiences into one shared experience. Built to function across tour posters and digital assets, the mark is bold, it’s adaptable, and recognizable.
FULL TOUR SOCIAL ASSET
FEATURED DATES SOCIAL ASSET
NEW DATES SOCIAL ASSET
SCOPE OF WORK
Tour Identity Development
Primary icon, Word-mark System, Artwork
Social Campaign Assets
[78] tour date graphics
-localized posters
-Instagram posts + stories
-Facebook banners
Featured date variations
New date announcements
Artist-specific layout adaptations
Motion
[1] animated tour launch asset
Production
Platform-specific export packages for rollout and future date additions
DESIGN APPROACH + VISUAL SYSTEM
The design approach was built around photography provided by the musicians, allowing the identity to feel grounded and personal to the tour. Through collage, layered textures, and bold typography, the assets were designed to tell a cohesive visual story while maintaining flexibility across formats.
The visual system was structured to support ongoing tour growth, allowing new dates and announcements to be integrated without disrupting the overall identity.
