Project Overview
About the Project / My Role
The Comedy Get Down brought together five legendary comedians — Cedric the Entertainer, George Lopez, D.L. Hughley, Eddie Griffin, and the late Charlie Murphy — for what began as a one-night special event over Thanksgiving weekend.
I was originally hired to design promotional materials for that single show. But after its immediate success, I received a call mid-holiday requesting an expansion of the work into a national campaign. I turned around, returned to my workstation, and delivered the extended assets needed to transform a one-night engagement into a legacy tour.
What followed was over two years of tour marketing: 70+ live shows, multiple venue formats, and a Netflix special. My work became the visual foundation for one of the most culturally significant comedy tours of the decade.
The Process
Initial Campaign Design
The project began with a single promotional layout designed to bring five headliner brands into one unified visual system. Working closely with the project manager, I balanced the personalities, styles, and brand identities of each performer while maintaining hierarchy and clarity.
Expansion & Adaptation
Once the initial campaign proved successful, I created a scalable design system for multiple tour dates, each requiring localized assets. This included adapting poster layouts for different cities, formatting digital banners for venue websites, and creating print-ready admats used across press kits, outdoor signage, and LED displays.
File Packaging & Production
Every design was delivered as a layered, production-ready file — formatted for reusability across cities and campaigns. I built organized, exportable packages that saved the internal team hours of prep time and supported seamless cross-platform publishing.
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Strategic Challenges & Solutions
Multiple Brand Voices in One Campaign
→ Unified the styles of five individual comedians under a single, cohesive tour identity
→ Unified the styles of five individual comedians under a single, cohesive tour identity
Short Turnaround & Unexpected Growth
→ Rebuilt and expanded campaign deliverables mid-holiday to launch an extended national tour
→ Rebuilt and expanded campaign deliverables mid-holiday to launch an extended national tour
City-Specific Format Demands
→ Designed flexible templates adapted to diverse print specs, digital banners, and press-ready formats
→ Designed flexible templates adapted to diverse print specs, digital banners, and press-ready formats
Legacy Tribute Context
→ Honored Charlie Murphy’s memory through sensitive visual positioning in early tour promotions
→ Honored Charlie Murphy’s memory through sensitive visual positioning in early tour promotions
Results & Impact
🎟️ Supported 70+ sold-out shows across the U.S.
🖼️ Artwork featured in major markets including Chicago, Atlanta, Detroit, Phoenix, Nashville, and more
📺 Project extended into a Netflix special, retaining visual consistency from the original tour
🔁 Developed reusable design kits for fast deployment across city campaigns and promotions
🤝 Collaborated with a national team representing some of the most influential names in comedy
