How do you keep 30,000 people coming back to an event year after year?
Ogden’s largest annual event needed a boost, and our team was ready for the challenge.
The Challenge
As a flagship cultural event, the mission for branding the Harvest Moon Celebration was to “keep it fresh” while honoring deep-seated traditions. This required a delicate balance between modern brand standards and community sentiment.
The Strategy
I acted as the bridge between creative and community, serving as Illustrator & Graphic Designer alongside our Marketing team, while also managing Client Relationships, Partner Communications, and Event Logistics.
The Process
Learn
I began by conducting community surveys to identify the core sentiment of the festival. This research revealed a collective desire to return to the event’s “farmer origins,” providing a strategic roadmap to honor tradition while identifying areas for growth.
Launch
By managing the staff and volunteer teams through the transition, I ensured the high-level design strategy was executed flawlessly on the ground. The result was a record-breaking event that successfully bridged the gap between a new management team and long-standing community trust, creating a sustainable model for years to come.
Translating community data into a cohesive visual and operational framework
Visual Identity & Heritage
Restoring the legacy logo, developing a grounded palette, and creating new illustration elements to accentuate the historic brand.
Infrastructure & Scale
Architecting a back-end staff and volunteer system capable of supporting an expanded event footprint, which introduced a new, larger Harvest Market for local farmers.
Strategic Social Capital
Designing a staffing model focused on preserving “social capital”—ensuring every interaction improved the experience for our most valuable assets: our farmers, artisan vendors, and community partners.