Wale "Every Blue Moon" Tour 2024
Deliverables:
- Creative Direction
- Art Direction
- Stage Design
- Merch Design
- Content Strategy
- Photo Direction
- Video Direction
- Brand Identity
- Pop-Up Activation
- Experiential Design
- Motion Graphics
- Team Management
- Social Rollout
- Production Oversight
For Wale’s Every Blue Moon tour, I led creative direction across every touchpoint—from stage design and merch to content, media, and on-the-ground activations. The goal wasn’t just to build a tour—it was to build a world. One that felt intentional, elevated, and deeply tied to Wale’s legacy and the energy of each city we touched. This was full-spectrum creative—designed to move culture, not just tickets.
Objective
Build a cohesive, culture-first creative experience around Wale’s Every Blue Moon tour—something that extended beyond the stage and lived through merch, visuals, content, and real-world moments. The goal was to make the tour feel like a movement, not just a run of shows.
Approach
- Creative Direction Across the Board: Led the entire creative vision—from tour branding to merch design, stage production, and content strategy. Everything had to speak the same language, rooted in Wale’s artistry and the ethos of Every Blue Moon.
- Stage Design: Designed the stage experience to reflect both mood and message—merging lighting, visuals, and spatial design to match the emotional arc of the setlist.
- Merch: Developed exclusive tour merch that felt premium and intentional—not just souvenirs, but wearable pieces of the story. Each city had its own moment.
- Photo + Video Direction: Oversaw all tour content—media team, photography, video. Made sure everything captured Wale’s presence in a way that felt raw, elevated, and true to the brand.
- Pop-Up Shops: Activated pop-ups in key cities to tap into local culture and give fans something physical to rally around. These weren’t just retail—they were extensions of the world we were building.
Results
- Full-Circle Brand Experience: From the visuals to the clothes to the stage, fans were immersed in the Every Blue Moon world—online and in person.
- Merch Sell-Through: Tour merch moved fast, with multiple city-specific items selling out—proof that the design and storytelling landed.
- Content Resonance: The photo/video direction helped shape the narrative across social platforms and press, driving energy beyond the shows.
- Cultural Touchpoints: The pop-ups created real moments in each city—pulling in local energy and turning each tour stop into a destination.
