CASE STUDY — GRAPHIC DESIGN
Evolving a staple concert series print and digital media
From 100 pixel e-blast ads to 30 foot banners, I designed the marketing and event material for Concerts in the Park using strategic updates year after year to match the event’s goals.
TEAMMATES
Events Manager, Communications Manager, Digital Media Specialist, Events Specialists, Booking Agents, Poster Designer
DELIVERABLES
Social media graphics, digital ads, print ads, posters, A-frame signs, banners, & swag
TIMELINE
March – July 2022
March – July 2023
March – July 2024
MY ROLE
Graphic Designer
THE PROJECT
Returning after a two-year hiatus because of the COVID-19 pandemic, Concerts in the Park needed new promotional material and event signage. The design needed to encourage people to come to a larger outdoor event at a time when people were still hesitant to gather. The design needs continued to evolve as the event needs changed. In 2023, we needed to translate the love for this event into love for downtown. In 2024, the concert series needed attendees to spend more time and money at the event and in the neighborhood.
THE OUTCOME
For 2022, the first year back after the pandemic, I ignored the brand’s black swatches that were used heavily in previous years. I made the graphics super colorful and a bit nostalgic. In 2023, I designed a Downtown Sac swag line with T-shirts, hats, pins, and stickers to sell at an onsite marketing booth. In 2024, I updated icons of event-specific experiences and included them in designs, so right away people recognized what they could get out of the concerts.
Weekly Lineup Graphic Evolution
2019
→
Designed by previous Downtown Sacramento Partnership employee
567 likes
44 comments
141 saves
2022
→
1.2K likes (+112%)
68 comments (+55%)
308 saves (+118%)
2023
35K accounts reached
2.4K likes (+100%)
112 comments (+65%)
674 saves (+119%)
2024
44K accounts reached
3.4K likes (+42%)
163 comments (+46%)
830 saves (+23%)
Comprehensive Design
For each piece of collateral, I considered where in the marketing funnel the audience could be when they encountered that piece of material as well as how the overall design could help achieve the goals of that year.
Social Media Graphics
I created over 100 social media graphics each year. Every performer received square, portrait, and landscape graphics. Additionally, the event’s social accounts required graphics like park maps, after party locations, important information, and more.
2022
2023
2024
Posters
I designed the weekly lineup posters while Jason Malmberg designed the event’s hierarchy posters. The weekly lineup posters were spread all throughout downtown Sacramento to promote the concert series.
2022
2023
2024
On-site Signage
Depending on the needs of the year, about 25 different banners, A-frames, H-frames, and cattle guard covers were needed. I designed and organized the production of each. All shown below are from 2022.
Swag
Using three main designs that connected Concerts in the Park to Downtown Sac, I managed the fabrication and selling of hats, shirts, tote bags, pins, stickers, and temporary tattoos. All shown below are from 2023.
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