Each year, I develop and manage the full visual identity and marketing campaign for the Brookings Arts Council’s Festival of Trees, our largest and longest annual community event. Because the theme changes annually—Woodland Christmas, Vintage Christmas, Candied Christmas, and more—I create a completely new branding suite each season. This includes posters, promotional banners, social media graphics, voting slips, name placards, directional signage, and gift shop collateral, all designed to reflect that year’s aesthetic.

Beyond digital and print materials, I also design and handcraft the event’s physical environment, building large-scale décor, themed backdrops, and installation pieces that transform the gallery into an immersive holiday experience.

To promote this month and a half long festival, I run a multi-week social media campaign featuring decorated trees, artists, community groups, family activities, and behind-the-scenes content, driving strong engagement and increasing attendance each year. I also promote a full lineup of events, including student piano performances, Santa visits, community coffee gatherings, and artisan vendors in the holiday gift shop.

The result is a fully reimagined, cohesive festival each season, blending design, storytelling, and community celebration to create one of Brookings’ most visited annual holiday traditions.