Project Overview
SoCal VegFest is Southern California’s largest vegan festival, welcoming over 30,000 attendees and 200+ vendors each year. The event team needed a unified identity and marketing system that could work seamlessly across print, digital, and environmental design.
As Lead Brand Designer & Marketing Director, I led the full creative process—from reimagining the festival’s visual identity to producing an integrated marketing campaign that drove measurable growth. The refreshed system increased social engagement by 65%, boosted website traffic by 48%, and strengthened vendor participation by more than 20%.
Role
Lead Brand Designer, Creative Director, Marketing Strategist
Scope
Brand Identity System, Multi-Channel Campaign, Event Signage, Digital Advertising, Sponsorship Deck, Vendor Collateral
Tools
Adobe Illustrator, Photoshop, InDesign, Lightroom, Figma, WordPress, Google Analytics, Meta Ads Manager, Zapier Automations
Challenge & Approach
The Challenge
SoCal VegFest had become one of California’s most recognized vegan festivals, but its visual identity and marketing materials lacked cohesion. Each year’s creative assets looked different, making it difficult to build long-term recognition or attract new sponsors.
The organizers needed a unified system that felt modern, energetic, and approachable — one that could scale effortlessly from digital campaigns to on-site environmental graphics.
My Approach
I audited past brand materials to uncover what resonated most with the audience: bright color, inclusive imagery, and an uplifting tone. From there, I developed a flexible brand system built around bold typography, vibrant gradients, and modular layouts adaptable to both print and digital formats.
I produced reusable templates for social media, sponsorship decks, and on-site signage to streamline yearly production. In parallel, I led the multi-channel marketing rollout — coordinating ad creative, email design, and landing pages so every touchpoint reinforced one cohesive story.
Building a Cohesive Brand System
The SoCal VegFest design system was built to unify every piece of communication — digital, print, and environmental — under one consistent visual language. I developed a modular framework of color, typography, and layout rules that gave the festival a bold, recognizable presence while remaining easy to update for future years.
Color Palette
The new palette combines bright gradients of orange, pink, and purple to capture Southern California’s warmth and energy. These hues balance fun with credibility, creating a look that feels lively yet professional.
Typography
A strong display typeface anchors headlines, paired with a clean sans serif for body copy. The combination ensures readability across everything from stage banners to mobile screens.
Results & Impact
The new SoCal VegFest brand system unified every visual touchpoint — from digital campaigns and event signage to social content and sponsorship decks. The rebrand not only elevated the festival’s look but also drove measurable growth across engagement, attendance, and vendor participation.
65%
Increase in social engagement
50%
Boost in website traffic
20%
Rise in vendor sign-ups
Instagram Reels
Instagram Posts & Paid Ads
Instagram Ad
After A/B testing several graphics for this particular ticket sales ad, this was the clear winner as it performed best with the SoCal VegFest top demographic: women aged 25-45. Overall, this was the top-performing paid Instagram ad of the entire campaign, with a reach of 1.2 Million and nearly 25,000 clicks.
Instagram Ad
Instagram Post
This two-slide post was created to announce the DJ lineup at SoCal VegFest for Saturday and Sunday. I wanted to create a distinct style for the DJ lineup graphics throughout the campaign while adhering to the SoCal VegFest brand guidelines and color palette.
Instagram Post
With this Halloween contest graphic I wanted to convey the spirit of Halloween through playful graphics and classic Halloween colors without losing the brand aesthetic. This post reached nearly 14k views! and was one of the most re-shared posts of the social media campaign.
Additional Digital & Printed Marketing Materials for SoCal VegFest 2024
Digital Sponsorship Package
This was a 12-page digital package that was created to encourage vendor and sponsor signup for SoCal VegFest 2024.
It included metrics from the previous year’s event, demographic information, a breakdown of various levels of sponsorship including platinum, gold, silver, and bronze, contact and venue information and reviews from previous vendors and attendees.
Website Graphics
I contributed to the front end aesthetic design of the SoCal VegFest website by providing hero images, backgrounds, typography and branded assets.
Printed Signs
I designed various print materials including a-frame signs, banners, posters, table tents, menus.
