As Creative Director of Wonderfront Music & Arts Festival, I led a comprehensive rebrand spanning the festival's identity, website, marketing campaigns, and onsite experience. From digital platforms and artist campaigns to large-scale signage, wayfinding, and immersive brand activations. My role extended beyond design into production, vendor and sponsor collaboration, fabrication, and onsite execution. I oversaw the creative direction of the entire festival experience, connecting every touchpoint into one cohesive, immersive world.