I led art direction and design for the LA Design Festival, partnering with Haily Zaki at Secret Agent. Developed as a platform to showcase Los Angeles’ creative community, the festival grew over several years, with its visual identity evolving alongside it.
Below is a progression of the brand through the Festival Guide.
LA DESIGN FESTIVAL
THE GUIDE
Aside from the website, the festival guide was the most significant marketing piece for the event, providing attendees with details about all the happenings. With a budget of under $2,000,
we kept costs down by designing the guide at 8.5” x 5.5” and opting for digital printing, ensuring we stayed within budget.
THE NEWSPAPER
As the festival expanded, a design agency was brought in, and we collaborated on a newspaper-style guide. The agency suggested using newsprint for cost efficiency, but we discovered that few places still print on newsprint, making it more expensive than the smaller booklets I had previously managed. Despite the higher cost, the final product was impressive. Ultimately, the guide was phased out in favor of listing events on the website—a much better and more eco-friendly solution.
