“With my work on ‘Solitudes in Motion,’ which happily earned me NYX, Platinum Hermes Creative, MUSE Creative and VEGA Digital awards, my primary responsibility was the creation of the poster design. However, the impact of the design extended beyond just the poster itself. The design was leveraged across various aspects of the event, including the event program and all advertisements. By maintaining consistency in design across these different touchpoints, we were able to create a cohesive and immersive brand experience for attendees.”—Award-winning activist graphic designer Mackenzie Costa
Specializing in the fashion, music, and entertainment industries, Mackenzie Costa emphasizes her strength in storytelling this way: “I help to translate complex concepts into visually compelling narratives.”
As a result, she brings her visual storytelling brilliance to posters. For example, her poster design for the film, Just Influencer Things, was a finalist and an “Official Selection” at the 11th ARFF Barcelona International Awards. She enthuses:
“In my poster design for Just Influencer Things, I aimed to visually encapsulate the film's exploration of body positivity in today's digital age. Using contrasting imagery, I sought to convey the protagonist's internal struggle with her self-image and online persona.”
Costa describes her overall style as “bold, experimental, and playful,” and she has also brought that style to the posters that enabled her to earn those four recent prestigious design awards: the Hermes Creative Awards which is an international competition for professionals involved in the concept, writing, and design of traditional and emerging media; the MUSE Creative Awards is a prestigious international advertising awards platform, celebrating excellence and innovation in the areas of creative design, advertising, and digital media; similarly, the NYX Awards is a celebrated international competition that honors excellence in advertising, and The VEGA Digital Awards highlights digital pioneers and celebrates the very best brought forth by the world’s digital architects and craftsmen.
Of these awards, Costa adds, “I believe the awards acknowledge the impact of my work in pushing boundaries, introducing a fresh perspective, and setting new standards for excellence within the design industry.”
Some of those credits include: collaborating on marketing strategies for campaigns for Hulu, Netflix, HBO and Amazon through The Refinery Creative, an industry-leading entertainment marketing agency; supporting the team at Tenstorrent, and providing services encompassing branding and identity; being inspired by working under innovative designer Hila Klein at Teddy Fresh; working with two other graphic designers to make a publication design for the rebranding of Quiet’s visual identity; providing fresh and exciting options for Pacific Sunwear and their young, fashion-forward customer base.
One other area that award-winning designer Mackenzie Costa enjoys contributing to, is the growing business of music merchandising. For example, Nielsen Music reports that close to 25% of Americans buy artist merchandise at a concert/festival venue. She talks about her design contributions to this growing business, as well as the value of winning awards, and her ongoing goal to use design as a social activism tool.
What Does Winning Prestigious Awards Mean to You?
My ‘Solitude in Motion’ poster winning a 2024 NYX Gold award as well as a 2024 VEGA Digital Gold award means that the design is on par with large agencies’ design and advertising works. Personally, winning awards serves as an incredible achievement for me as a freelance graphic designer. It means a lot to receive recognition for my hard work and creativity. Awards help me gain exciting opportunities by increasing exposure to my work in hopes of attracting new clients. It also boosts my confidence and reaffirms my belief in my abilities as a designer. Ultimately, awards assist as a milestone in my career, they validate my dedication to pushing the boundaries of design and motivate me to continue striving for excellence. Along the way, it’d be cool to be recognized by AIGA and Graphis in the future.
With the Recent Appearance of Bands like No Doubt at Coachella, Merch was Flying off the Shelves—What’s your Take on Designing Merchandise for Bands?
Merchandise has become a significant source of revenue in the music and entertainment industry. Merch offers fans a tangible way to connect with their favorite artists and show their support, making it a valuable revenue stream. To help music merch move off shelves, I bring a combination of experimentation and an extensive understanding of current fashion and design trends and how it has evolved throughout history. I'm currently working with Super Evil Genius Corp, a full-service marketing and branding agency, on various merch projects. Merch opportunities are among my favorites as designing apparel and merchandise for renowned artists and events such as Coachella, EDC Las Vegas, and Experts Only is particularly exciting. Seeing my work worn by both the artists and their fans as well as sold at international tours, concerts, festivals, and conferences is incredibly rewarding. Working with Bravado, a leading company in the music merchandise industry, would be a dream come true for me. Their innovative approach to design and their ability to create iconic merchandise for some of the biggest names in music align perfectly with my aspirations.
What Was the Activist Goal of your Fashion Show?
My Fashion Show, ‘If You’re Not Angry, You’re Not Paying Attention,’ was a vehicle for elements of activism, like reproductive rights, climate change, queer rights and Black Lives Matter. I see clothing serving as a visible means of communication, enabling individuals to express values and initiate conversations about critical social issues. Through thought-provoking messages—“Stop the War on Women,” “Your Silence Will Not Protect You,” “Keep Your Laws Off My Body,” and “Queer Rights are Human Rights” among others—and through striking imagery, and provocative themes, I sought to challenge conventional norms, spark conversations, and inspire action in everyday life. With regards to clothing, I strive to work on projects that are not solely driven by commission and prioritize eco-friendly and sustainable design practices.
What Responsibility Do You Feel as an Activist Designer?
As an activist artist/designer, I see my role as using creativity to advocate for social change and promote positive messages. Through my work, I strive to challenge norms, provoke thought, and inspire action. I aim to amplify voices that are often marginalized, advocate for justice and equality, and contribute to building more inclusivity and empathy in the design industry and society whenever I can. Ultimately, my goal is to use design as a powerful tool for fostering empathy, driving meaningful conversations, and reclaiming the true spirit of activism.
Drop in on Mackenzie Costa’s eye-catching portfolio site.
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