ART DIRECTION / ILLUSTRATION / PRINT
Heineken.
Red Star Soul.
A visual direction for music, recognition and respect.
Concept artwork and point-of-sale design for the 2007–2008 concert series.
One concept.
A campaign-wide look.
In 2007, Heineken needed a creative direction for its Red Star Soul concert series. Working at AMP Agency, Joseph Maguire developed the concept artwork, illustrations and selected promotional executions that helped establish the event’s visual language.
Joseph Maguire / Art Director
Agency: AMP Agency
Campaign: Red Star Soul, 2007–2008
Creative scope
Concept development, illustration, point-of-sale posters and selected campaign executions.
THE CREATIVE IDEA
Illustration with a rhythm of its own.
The initial poster concept paired expressive illustration and event typography with the Heineken brand. Its visual elements became a foundation for the Red Star Soul promotional system.
From artwork to execution
Joseph created concept illustrations, point-of-sale posters and selected promotional designs. The artwork was subsequently used across direct mail, tabletops, stage backgrounds, the website and email campaigns.
His contribution covered the original concept and selected executions—not every final campaign asset.
RED STAR SOUL / 2007–2008
From the poster
to the stage.
The concept’s illustrative language carried into the concert environment and wider campaign. These event photographs show the artwork in context.
SELECTED WORK
Point-of-sale creative.
Original Red Star Soul concepts and additional Heineken poster work. Select any image for a closer look.
Red Star Soul / Concept
The initial poster concept established illustration and typography used throughout the concert series’ marketing.
Red Star Soul / In-store
Point-of-sale signage promoting the concert series and Heineken brand.
Apollo Theater
Point-of-sale artwork created for a special event.
Grillin & Chillin
A summer-themed Heineken point-of-sale poster.
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