TEMECULA BALLOON & WINE FESTIVAL

A complete creative reinvention of the Temecula Valley Balloon & Wine Festival, from brand identity and marketing to the physical festival experience.

Tasked with attracting a new, more diverse audience, I led a full creative rebrand while helping shape and produce the event itself. The transformation introduced new programming, immersive activations, custom-built environments, and a cohesive visual identity carried across every touchpoint — from the first campaign impression to the final day of the festival.

ROLE:
Creative Director / Experiential Designer / Production Lead

PROJECT:
Rebrand & Experience

SCOPE:
Digital Strategy & Design / Spatial Design / Activations / Experiential Programming / Event Production

2024-2025
Temecula Valley, CA

FROM CREATIVE DIRECTION TO SHOWTIME.

CHALLENGE

Reimagine an established Southern California festival to attract a broader, younger audience while preserving the traditions and loyal community that defined it.

The challenge went beyond a visual rebrand — it was about transforming the festival experience itself. From a refreshed identity and marketing strategy to new immersive environments, custom-built activations, and reimagined festival spaces, the goal was to create a cohesive world that connected every touchpoint, from the first digital impression to the festival grounds.

VIEW FULL WEBSITE DESIGN

SOLUTION

The creative approach was to build on the festival's established identity while introducing a new energy, personality, and sense of discovery. Rather than relying solely on its traditional attractions, we expanded the experience through distinct destinations, fresh programming, and a bold visual identity designed to connect with a wider audience. I led the creative direction across brand identity, digital and social campaigns, spatial design, and custom-built activations. From the Outpost, Bandit Saloon & a Citrus lounge to interactive installations and festival-wide environments, I guided the work from concept through fabrication, production, and onsite execution.