Branding Rebellion: Vybz Kartel’s EU Tour Reimagined — Live Nation

When Live Nation commissioned us to build the creative direction for Vybz Kartel’s highly anticipated EU tour, we knew this wasn’t just another show campaign — this was a comeback with cultural weight.

After more than a decade away from live performance due to incarceration, Kartel’s return had to feel serious, bold, and unforgettable. And since there was no pre-existing logo or design system for the artist, we had the freedom — and responsibility — to define the visual identity of his next chapter.

What We Did

We developed a custom visual system across static and motion design that honoured Kartel’s roots and global influence. Our focus areas included:

• Bold typography and logo creation to embody the “World Boss” persona — timeless, militant, and unmistakably Jamaican

• A flyer and poster suite that blended cultural references with modern textures and layout sensibilities

• An announcement video built entirely from archival footage, re-edited and styled to generate hype for his first-ever European tour

The palette drew directly from Jamaican flag tones, with strategic use of contrast, texture, and gold finishes to evoke legacy and dominance. Every asset had to reinforce the idea: this is not just a tour — this is a cultural reset.

What Brands & Promoters Can Learn

When launching or relaunching a legacy artist, visuals can’t play catch-up — they have to lead the narrative. This project shows the power of:

• Creating a consistent identity even in the absence of one

• Using colour and typography as cultural codes

• Designing campaigns that do more than promote — they restore presence

Kartel’s audience spans continents, but his visual identity needed to feel cohesive across London, Amsterdam, Paris, and beyond. Our design strategy ensured that even with minimal photography or new content, the identity could still hit hard across every platform.

Insight Takeaway

A comeback demands clarity. If your visuals aren’t aligned with your story, they’ll miss the moment. But with the right strategy, you can turn history into heat.

What’s Next

We’re in early conversations to extend the campaign into official merchandise and wider tour creative, helping shape how fans wear, share, and remember the return of the World Boss.

Keep your eyes open — because we’re just getting started.