Crash Alchemy

Crash Alchemy held the esteemed title of Austin's leading performance art ensemble from 2013 to 2016. Tasked by the director, Agent Red, I was commissioned to spearhead the direction of experiential branding and design for their upcoming production, 'Twist'.

The Outcome

The Challenge

Despite gaining rapid recognition within Austin's vibrant performance art community, Crash Alchemy lacked a cohesive branded presence in their digital media landscape. With a major show on the horizon, encompassing fundraising, social promotion, and the necessity of a website, the urgency to elevate their professional image to secure essential funding for their next phase was palpable.

The Role

In 2014, I undertook the pivotal task of defining Crash Alchemy's brand essence and charting the creative trajectory for their digital and print initiatives.

Our journey commenced with the development of mood boards to delineate the overarching aesthetic direction. Subsequently, I orchestrated a comprehensive photoshoot, meticulously overseeing every aspect, including styling, lighting, makeup, costuming, props, and model/photographer direction. This endeavor yielded a diverse asset library comprising promotional images and videos vital for the troupe's visibility.

Following the photoshoot, I collaborated closely with Agent Red, the visionary founder of Crash Alchemy, to refine the logo and solidify the brand identity. Intricate textural elements such as butterfly wings, motherboards, and celestial night-skies were seamlessly integrated as hallmark brand motifs. Moreover, we established the tone for copywriting and established standardized lockups to ensure cohesive promotion of both the troupe and their upcoming showcase.

This endeavor culminated in the development of a meticulously crafted brand architecture, delineating guidelines for logo and asset usage, iconography, photo utilization, typographic styling, and copy tone. With these frameworks firmly in place, we seamlessly transitioned into executing an integrated marketing campaign, harmonizing Crash Alchemy's visual identity across all touch points.

Armed with comprehensive brand guidelines and a polished media presence, the mission to propel the new show, 'Twist', into the spotlight commenced.

Given that the show's funding relied entirely on crowd contributions, the director spearheaded the creation of an IndieGoGo campaign, while I took charge of orchestrating the promotional efforts, which included:

Strategically placed paid advertisements on Facebook and Instagram.
Activation partnerships with Daybreaker, renowned for their morning raves.
Engaging experiential pop-up flash mobs at SXSW.
Thoughtfully crafted promotional handouts featuring compelling calls-to-action and QR codes for seamless activation.
Organizing performer workshops with proceeds directly contributing to the show's funding.
Exclusive VIP sneak peeks during rehearsals for sponsors.

Every media initiative was strategically directed towards driving traffic to the IndieGoGo campaign. Furthermore, I was responsible for designing the print posters, tickets, VIP badges, and programs, ensuring a cohesive visual identity across all promotional materials.

The impact of the Twist promotional assets extended far beyond merely promoting the show; they served as catalysts for fortifying the Crash Alchemy brand identity. The success of the Twist fundraiser, which garnered just under 4,500 + asset donations and community volunteers underscored the resonance of Crash Alchemy's performances within the artistic community. The troupe's commitment to quality design and art direction became emblematic of their performances, earning them widespread recognition and acclaim.

Following the triumph of Twist, Crash Alchemy transcended regional boundaries, gracing music festivals nationwide and securing prestigious bookings with renowned brands like Lagunitas and Xfinity, attesting to their enduring appeal and market relevance.

These foundational elements, meticulously crafted during the Twist campaign, continue to underpin the branding and marketing strategies of Crash Alchemy to this day. It's a privilege to have contributed to the evolution and success of such an iconic brand, and I remain deeply honored to have played a pivotal role in its journey.