The World’s Largest Disco is an annual event held in Buffalo, NY to commemorate the 1970s disco scene. It gets its name from a 13,000-attendee disco held in 1979 at the Buffalo Niagara Convention Center, which landed a spot in the Guinness World Record Book as the largest disco in history. It’s known for its live performances from 70s-era musicians, dancing and 70s attire. The event bills itself as “the greatest people watching event on Earth”. 

Rebranding the World’s Largest Disco was a no-brainer for me. For years I’ve been charmed by the music and free expression of the 70s. I wanted to capture the spirit of disco by incorporating bold colors, vintage textures and flashy chromatic elements. To add authenticity and pay tribute to disco’s origins, I integrated old photographs shot by Bill Bernstein and David Redfern, and incorporated famous musicians’ names into the merchandise and advertising pieces. My goal was to design a campaign that felt retro with a contemporary twist that would entice individuals to come out, dress to the nines and dance all night long.