Release Pool Parties
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.
My Role
Creative Director & 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
The 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.
