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Event Branding

ReleasePoolParties

Role

Creative Director & Lead Designer

Year

2019–2021

Location

Talking Stick Resort

Type

Event Branding

Immersive lifestyle branding for the most iconic pool party series in the Valley.

The Ask

Develop a visual identity and seasonal campaign strategy for Release — the signature wave pool party experience at Talking Stick Resort. The brand needed to attract a younger demographic while aligning with the luxury and entertainment standards of the property.

As Creative Director and Designer, I led the art direction, branding, and rollout campaigns for multiple seasons of Release events, including visual identity refreshes, headliner promotions, on-site branding, digital marketing, and merchandise. Each Release season required a fresh look and strategy, but always within the larger aesthetic of a luxury escape with edge.

The Strategy

The campaign needed to stand out in a saturated market of Phoenix-area pool parties, but feel more polished than the club scene. I focused on bold, clean visuals with high-contrast imagery, motion, and playful but elevated typography. Messaging leaned into experience-first language — selling the energy, not just the event.

Key goals

  • Drive event attendance
  • Attract social shares and UGC
  • Reinforce TSR as the premier adult summer destination

The Identity System

  • Core wordmark and seasonal logo variations
  • Custom graphic textures and overlays inspired by water, sun, and nightlife
  • Color systems adaptable for different headliners, months, or sponsor activations
  • Flexible layout modules for fast-turn digital promotions

Deliverables

  • Seasonal branding packages
  • Social media graphics and motion assets
  • LED screen animations and stage visuals
  • Wristbands, signage, and swag
  • Website headers and email marketing assets
  • Step-and-repeats and on-site backdrops

All materials were created in-house by me, with special attention to cross-channel consistency and visibility in dynamic, sunlit, or nighttime environments.

The Impact

Release became one of the most talked-about and well-attended pool party series in Arizona. Its branding helped set a new visual tone for Talking Stick Resort's younger offerings, proving that luxury and fun could live in the same space.

The Work

Selected Deliverables

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