Launching an inaugural music festival presents a unique challenge: creating both a recognizable brand and excitement for an event the community has never experienced. As a founding board member, I developed the BareRoots visual identity, brand guidelines, website, and marketing strategy before leading a three-month integrated campaign that introduced the festival through storytelling, community partnerships, and consistent design across every touchpoint.

The campaign reached more than 120,000 organic accounts, generated 8,600+ Instagram profile visits, drove nearly 7,000 audience interactions, grew the audience by 1,000+ followers, and helped welcome more than 1,400 attendees to the inaugural festival.