PROJECT BRIEFING
Blumenthal Arts is a not-for-profit, multi-venue performing arts complex located in Charlotte, North Carolina. They own and operate
4 theaters on 2 campuses as well as an immersive event space in Uptown Charlotte. They reached out about creating and developing
a digital marketing campaign for the Charlotte International Arts Festival, an annual celebration of imaginative visual and
performing arts from the most creative international and local minds.
We discussed some inspiration and brainstormed something that was to be vibrant, eye-catching, and modern. They also wanted
the designs to be modular in some way as there were many different sizing formats required to cover the campaign. I developed
a grid-based system of glyphs that could serve as symbols to represent the festival's core information along with
supplementary items. I was also inspired by the colorful palette suggested by the festival's logo and chose to
incorporate that into the various tiles. This project was one of those rare moments where the initial draft
didn’t drastically change by the time we reached the final look.
Initial Draft
Approved Final Draft
Once the final square draft was approved it was then onto arranging the 30+ formats required by the campaign.
The square arrangement was all the minimum required information and set the basis for all the other versions.
Here are some examples in which the tiles were rearranged to accommodate the various dimensions and formats.
We even ended up expanding the designs to large format window clings to display across the festival.
Additionally I designed one-sheets curated to the unique events occurring every weekend of the festival.
We later expanded the project onto pitch decks created to generate new partnerships and additional business opportunities.
I also created a deck for pitching rental opportunities involving Blumenthal's various venues.
I developed a magazine centered around a case study they had for their installation of the Immersive Van Gogh Exhibit.
I was given an outline of all the written copy and a bank of images to begin, and I set out to create the initial look and layout.
I initially opted for a minimal duo-chromatic look.
After a series of revisions we moved towards a more vibrant look that emphasized the colorful images available from the event.
Once the final overall look was established I expanded the aesthetic across the entire magazine.
Graphic Design / Video Editing / Audio Production
Blumenthal Arts
