The 2026 Summer of Live campaign was created to celebrate one of the biggest concert lineups in Madison Square Garden Entertainment's history. The objective was to develop a campaign that could showcase a record-breaking summer of live events while remaining fresh and engaging across an entire season.

I led the creative concept and visual design, developing a flexible campaign system that could adapt across every consumer touchpoint—including out-of-home advertising, digital, social media, web, print, and venue signage. Rather than relying on a single creative execution, I designed a modular visual language with multiple stylistic variations that allowed the campaign to evolve throughout the summer. This approach maintained audience interest while ensuring every execution felt cohesive and unmistakably part of the same campaign.

The final creative system balanced consistency with variety, providing marketing teams with a versatile toolkit that could support dozens of artists, events, and promotional moments without becoming repetitive. The result was a scalable campaign that captured the excitement of a summer packed with live entertainment while delivering a unified brand experience across every platform.

jamie perlin: Concept + Design