Role: Lead Visual Designer / Art Director
Scope: Art Direction · Campaign Design · Environmental Graphics · Outdoor · Event Design · Digital · Print
Through a multi-year partnership with Muertos Fest, formerly Día de los Muertos at Hemisfair, I have helped translate the festival’s evolving visual identity into a cohesive campaign and event experience.
Working collaboratively with the festival team and our agency, I provided art direction and design across outdoor advertising, event signage, digital invitations, programs, pole banners, press conference materials and other campaign touchpoints. Each year, I worked within the festival’s established brand guidelines, adapting its distinctive characters, typography and evolving color palettes across a wide range of applications.
Evolving the Festival Year After Year.
Each year, the festival introduces a new visual expression while building upon an established brand system. Working from the annual brand guidelines, I adapted the festival’s characters, typography, graphic elements and evolving color palettes into campaign materials designed to feel distinctive each year while remaining unmistakably part of the same event.
The partnership also included the transition from Día de los Muertos at Hemisfair to Muertos Fest, extending an established visual language into the festival’s evolving identity.
One Identity. Many Formats.
Each year’s visual direction needed to work across dramatically different formats and communication needs. Using the established brand system as a foundation, I translated the campaign across outdoor advertising, digital invitations, programs and promotional materials while maintaining a consistent hierarchy and recognizable visual language.
Extending the Festival Across San Antonio.
The campaign extended beyond individual marketing pieces into San Antonio’s public environment. Large-format billboards and street banners brought the festival identity into high-visibility locations throughout the city, requiring the visual system to remain immediate, recognizable and legible at scale.
From Campaign to Experience.
The visual system continued into the physical event experience through stage graphics, sponsor signage, press conference materials, backdrops, podium graphics and wayfinding. These applications created continuity between how audiences encountered the festival throughout the city and how they experienced the brand once they arrived.
Designed for the Festival Experience.
Across every touchpoint, the goal was to create a consistent visual experience that could move seamlessly from campaign to city to festival.
