Selling the vision
Before anything existed, this had to be sold. I developed and designed the core pitch materials used to secure artists, sponsors, and partners — translating an early concept into something tangible, compelling, and worth investing in. The decks needed to do more than inform — they had to capture the scale, energy, and cultural relevance of what GRAMMY Park could become.
Building the Platform
I led the design and direction of the GRAMMY Park website as the central hub for the experience — where audiences could explore the lineup, understand the programming, and engage with the event before ever stepping foot on-site. The goal was clarity and excitement — balancing information with a sense of anticipation and cultural weight.
Launching It Into the World
To introduce GRAMMY Park at scale, I concepted and executed advertising that positioned it as more than an event — but a cultural moment. From placements like The New York Times to broader campaign touchpoints, the work was designed to establish credibility, drive awareness, and signal that something new and significant was happening.
Bringing it to life
On the ground, I extended the brand across the full physical experience — from on-site signage to environmental graphics — ensuring every touchpoint felt cohesive and intentional. Across multiple venues and formats, the challenge was consistency without losing energy. The result was an experience that felt unified and immersive.
