The Challenge
the Showcase was already a strong, well-supported event—but as it grew, so did the complexity. More sponsors, more attendees, more moving pieces, and a lot more creative to keep up with it all.
The challenge wasn’t starting from scratch. It was making sure everything (website, emails, signage, social, on-site experience) actually felt connected and intentional instead of pieced together.
My Role (Creative Marketing Director)
I owned and directed the full creative vision and execution, including:
- Brand identity & visual direction
- Website design & UX
- Sponsor materials & communications
- Email marketing campaigns
- Event signage
- Social media content strategy
- Photography & Video production
- Drone
- Registration & attendee touchpoints
Creative Strategy
- Build a Cohesive Brand System
– Unified visual identity across all platforms
– Consistent typography, color, and tone
– Elevated aesthetic to match premium sponsor expectations - Design for Emotional Connection
– Highlight real stories tied to cancer impact
– Use video + photography to create human connection
– Balance celebration + cause - Think Beyond the Event → Create a Content Engine
– Capture content during the event for future promotion
– Build a library of assets for sponsors, social, and campaigns
– Extend the life of the event beyond a single weekend - Elevate the On-Site Experience
– Cohesive signage, banners, and printed materials
– Branded environments that felt intentional—not pieced together
– Every touchpoint reinforcing quality and purpose
Execution
This project required designing and directing across a wide ecosystem:
- Digital
– Website design & updates
– Email campaigns
– Social media content - Print & Environmental
– Course signage
– Banners
– Sponsor recognition
– Event programs - Content Production
– Photography (event, lifestyle, sponsor integration)
– Video (recaps, promos, storytelling)
– Drone aerial coverage - Experience Design
– Guest Gift bag
– Registration flow
– Sponsor touchpoints
– On-site branding consistency
