Building a flexible design system for South Park: The 25th Anniversary Experience Tour

CHALLENGE

How do you create a flexible, scalable design system that captures the irreverent, chaotic spirit of South Park while remaining adaptable for a touring immersive pop-up? The South Park: 25th Anniversary Experience needed a dynamic, easy-to-manage visual system that could evolve across multiple locations while maintaining a cohesive brand identity.

APPROACH

As Design Director, I developed a modular graphic system that balanced structured branding with South Park’s signature unpredictability. Working closely with the South Park creative team, I ensured that the system allowed for customization and adaptability at each stop while staying true to the show’s bold, satirical aesthetic.

SOLUTION

• Developed a scalable visual identity system, ensuring design elements could flex and evolve across different tour locations

• Created custom logos, typography, and graphic assets that aligned with the show’s distinct style

• Designed environmental graphics and signage for the immersive shipping container pop-up, showcasing 25 years of South Park memorabilia and moments

• Built a system that allowed for seamless updates and content adjustments, supporting the show’s ever-changing, irreverent tone

IMPACT

• Delivered a cohesive yet flexible design system that successfully traveled across multiple locations

• Created an engaging and nostalgic fan experience, celebrating 25 years of the show’s legacy

• Ensured efficient production and execution, making it easy for the South Park team to adapt and implement new elements on the go