Sun God Festival '25

A.S. Concerts & Events (ASCE) reconnected with graphic designer Thoa Nguyen to reimagine the festival’s brand identity for its 40th anniversary. Their ask was based on a desire to frame the festival as a love letter to La Jolla and a return to its roots as a historic UC San Diego tradition. The team wanted the brand to embody the following keywords: nostalgia, celebration, museum, and belonging, all the while visually honoring the legacy of one of San Diego’s most iconic student traditions: Sun God Festival. To achieve this, the design emphasized photo-based imagery of La Jolla’s past and present, paired with handwritten notes in the sand, scanned textures, and collage-style layering to evoke a scrapbook of student life. This approach ensured that every asset, from posters to lineup graphics, carried both the intimacy of memory and the collective spirit of community. The phrase “Before we get old let’s do everything” anchored the campaign and captured both the urgency of youth and the timelessness of the tradition.

ASCE commissioned a collection that balanced nostalgia, collectibility, and modern wearability. Drawing from the festival’s manifesto, the line was designed to feel as timeless as the tradition itself. The guiding intent was clear: “vintage, nostalgic appearance, built to last.” Every piece was designed to look like it could have been pulled from a past decade of Sun God, while still resonating with today’s students. The collection featured tees, tanks, hoodies, shorts, and hats, each blending archival inspiration with contemporary styling. Neutral color palettes motifs capture a sense of worn-in familiarity, while playful hand-drawn graphics and slogans root the line in student life. The signature phrase “Before we get old let’s do everything” anchored the line and appeared across hats and apparel as a statement of student spirit and urgency. Decoration techniques focused on durability: clean screen prints for apparel and embroidery on caps. By combining modern essentials with graphics rooted in tradition, the collection was positioned as both a keepsake and a daily essential.

A live countdown greeted visitors on arrival to reinforce anticipation and situate the event in real time. The homepage hero video of students running together across the beach to set the tone and captured the carefree spirit, and vibrant energy. Paired with the phrase “Before we get old, let’s do everything,” the opening instantly tied the site back to the campaign’s themes of youth and nostalgia. Beyond festival information, the site engaged students through interactive features. One highlight was the personality quiz that matched users with past Sun God headliners such as Drake, Wiz Khalifa, or My Chemical Romance. By asking playful questions about campus favorites like go-to activities, food spots, or off-campus hangouts, the quiz encouraged students to reflect on their own experience at UC San Diego. At the same time, it underscored the festival’s legacy, inviting students to situate themselves within its history and feel part of a tradition that spans generations.

A.S. Graphic Studio
Thoa Nguyen, Edward New, Ivan Rim, Israel Magallon

Triton Outfitters
Zoe Samuels, Andrew Alvarado, Tabitha Bloom, Bruce Edwards

ASCE
Nicole Zhi, Tom Rufino, Wendy Tran, Andy Tran, Gia Patel, Olivia Tsou, Jiya Patel, Saanvi Tiwari

Photographers
Ting Blount, Tobin Caldwell, Evan Wu

Models
Tajin Olivas, Vienna Nguyen, Grace, Christine Bui, Dylan Dwight, Netra Yadav