ACL x Little Words Project
context
Little Words Project is a brand built around handcrafted beaded word bracelets designed to spread kindness, connection, and self-expression. Ahead of Austin City Limits (ACL), the brand wanted to establish a presence in Austin for the entire weekend, creating opportunities to introduce the brand to both local audiences and festival-goers. Rather than limiting the activation to the festival grounds, the experience was brought to life through a series of pop-ups across hotel lobbies, parks, hotspots, and ACL itself, creating a citywide presence leading into and at the festival.
experiential strategy | pop-up concept development on-site creative direction | partnership coordination
Featured In: aclfestival.com, Glamour, Cosmopolitan, Forbes, USA Today, Modern Retail
the ask
Little Words Project came looking for a way to activate across the entire ACL weekend, but needed help determining where and how to create the most effective presence both around Austin and within the festival itself. The goal was to build local awareness, introduce more people to the brand through a fun and participatory experience, and create promotional moments and social content that felt specific to Austin, ACL, and the weekend.
the solution
I helped devise a Wednesday–Sunday pop-up strategy that brought Little Words Project to high-traffic locations throughout Austin, culminating in a three-day activation inside ACL with a signature pink truck on the festival grounds. I picked hotel lobbies, popular parks, and local Austin attractions to lead up to ACL. Each stop featured a DIY bracelet-making station alongside pre-made bracelets, with a curated selection of Austin- and ACL-inspired words and phrases—including “Y’all,” “Howdy,” “Stay Weird,” and lyrics inspired by festival performers—to make the experience feel uniquely tied to the city and event. Alongside the bracelet station, there was a photobooth, live music, and other giveaways to entice visitors. The multi-location approach created a consistent brand presence throughout the weekend while giving people multiple opportunities to interact, create, shop, photograph, and share the Little Words Project experience.
