FRAMEWORK

Southern California comprises the world’s largest market for electronic dance music entertainment. And except for Woodstock, it’s the veritable birthplace of massive festival-style concerts and entertainment events that captivate millions. The market has few bonafide players, and yet, it’s hugely competitive, with just a few promoters vying for the biggest names and the most spectacular venues.
Arguably, the leader of the scene is Framework. For over a decade, the impresario Kobi Danan, has dominated the industry like a modern-day Bill Graham: the consummate perfectionist. The Framework team is known for its innovation and strict adherence to detail, always striving to push the envelope.
We’ve been fortunate to have been along for the ride for a big part of the journey, designing brand-defining promotional creative for its largest events in LA and the world at large. For nearly a decade, we’ve also created the branding for Framework’s home base, the unrivaled Los Angeles venue, Sound.
Our approach to design has always involved a mixture of novel graphics and a nostalgic hit of psychedelia– helping to inspire not only the promotion but the experience. In 2021 Colorola refreshed the brands of both Framework and Sound, producing a much more streamlined identity that has provided a more agile tool for an ever-evolving roster of artists and styles.
Framework’s influence is global, setting the standards for large-scale event production and ensuring that world keeps its collective booty on the dancefloor. It’s been a blast to be a part of it.