OVERVIEW.
POPSUGAR Play/Ground is an immersive and interactive women-led festival designed to help attendees live their happiest, healthiest lives. The festival features a diverse array of activities, including fitness and wellness sessions, vibrant shopping bazaars, captivating art installations, and inspiring keynote panels with A-list talent and pop-culture icons.
In 2018, Reed Exhibitions partnered with POPSUGAR to launch the inaugural POPSUGAR Play/Ground in New York City. This ambitious event required a small but dedicated team working in harmony with POPSUGAR's internal team to create an unforgettable experience that resonated with arts enthusiasts and fostered a sense of community.
As the creative lead, I played a pivotal role in shaping the visual and experiential aspects of the festival. My responsibilities encompassed:
Social Marketing: Crafting engaging social media campaigns that captured the essence of the festival and drove attendance. This included creating eye-catching graphics, compelling copy, and interactive content to build excitement and engagement across various platforms.
Print Design: Designing all printed materials, from promotional posters and flyers to event programs and signage. Each piece was meticulously crafted to reflect the festival's vibrant and empowering spirit.
Visual Design: Developing a cohesive visual identity for the festival, including logos, color schemes, and branding elements. This visual language was consistently applied across all touchpoints to create a unified and memorable experience for attendees.
UX Design: Enhancing the user experience for the festival's digital presence, including the website and mobile app. This involved creating intuitive navigation, visually appealing layouts, and interactive features that made it easy for attendees to explore and engage with the festival's offerings.
Through my creative direction and design work, I aimed to create an environment that was not only visually stunning but also deeply engaging and inspiring. The success of POPSUGAR Play/Ground in its inaugural year was a testament to the power of collaboration, creativity, and a shared vision for empowering women and fostering community.
