How do you keep 30,000 people coming back to an event year after year?
Turning Momentum into Impact for Ogden’s Most Iconic Annual Festival
The brief
As a flagship cultural event, the mission for hosting and 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 and Event Logistics.
The Process
1
Analyzing Community Input
Conducting surveys to uncover a collective desire for “farmer origins,” creating a strategic roadmap that honors tradition while identifying clear areas for growth.
2
Building Visual Identity
Restoring the legacy logo, developing a grounded palette, and creating new illustration elements to accentuate and elevate the historic brand.
3
Architecting Infrastructure & Scale
Developing a back-end staff and volunteer system capable of supporting an expanded footprint and the introduction of a larger Harvest Market.
4
Cultivating Strategic Social Capital
Designing a staffing model focused on preserving “social capital” to ensure every interaction improves the experience for farmers, vendors, and community partners.
100+
Participating Vendors
$1.5M
Local Economic Impact
30,000
Attendees
102
Min. Average Dwell Time
Award-Winning Innovation
in Community Programming
The Harvest Moon Celebration earned the ‘Innovative Event’ award for its ability to connect celebration with measurable purpose.
“Evolving programming to create space for connection across all generations.”
Utah Main Street Program
Innovative Event Award Selection Committee