LEAD CREATIVE DIRECTION • DIGITAL • EXPERIENTIAL • PRODUCTION

At the Temecula Balloon & Wine Festival, I led creative direction across digital, brand, and on-site experience, building a cohesive, country-forward festival identity that carried from screen to site.

On the digital side, I directed and designed all festival visual touchpoints, including lineup graphics, credentials, staff credentials, and site-wide signage — ensuring clarity, consistency, and strong brand recognition across marketing and operations.

On-site, I led a multidisciplinary team to execute the full creative vision, overseeing creative production across the festival grounds. Working closely with local artists and fabricators, we introduced large-scale installations — including 80-foot and 20-foot custom metal sculptures — designed to enhance the landscape, create landmarks, and reinforce the festival’s country character. Stages, merch areas, and gathering spaces were unified under a clear theme and visual language, transforming the grounds into a destination rooted in craft, music, and place.