Client: Cincinnati Symphony Orchestra :: El Tropical Unexpected
Project: Creative Direction & Visual Design
Type: Branding & Visual Identity
Size: 3.5x5 flat / double-sided
Tools Used: Adobe InDesign & Illustrator
Project: Creative Direction & Visual Design
Type: Branding & Visual Identity
Size: 3.5x5 flat / double-sided
Tools Used: Adobe InDesign & Illustrator
Objective: To develop a bold, unconventional visual identity for El Tropical Unexpected. A brand/event experience designed to challenge the clichés of traditional tropical aesthetics. The goal was to blend vibrant color, layered textures and playful unpredictability into a cohesive design system that felt both fresh and culturally inspired, without leaning on tired or expected visual tropes.
Role: I led the creative concept and deliverables of the brand’s visual language, from logo development and typography to supporting illustrations and promotional layouts. Drawing inspiration from vintage tropical motifs and contemporary street art, I designed visuals that intentionally mixed contrast, saturation, and asymmetry to surprise and engage. I also created print and digital collateral, ensuring consistency across touch points while allowing room for spontaneity in the design system.
Results:
• Delivered a complete brand identity that stood out from traditional tropical themes
• Developed a flexible system adaptable across print, social and environmental graphics
• Received positive feedback for originality and artistic direction
• Contributed to the strong visual presence and memorability of the brand/event
• Delivered a complete brand identity that stood out from traditional tropical themes
• Developed a flexible system adaptable across print, social and environmental graphics
• Received positive feedback for originality and artistic direction
• Contributed to the strong visual presence and memorability of the brand/event
Take Away:
This project was a deep dive into breaking design expectations while still achieving clarity and cohesion. It taught me how to balance creative freedom with brand structure, and reinforced the power of bold, unconventional design in creating memorable audience experiences.
This project was a deep dive into breaking design expectations while still achieving clarity and cohesion. It taught me how to balance creative freedom with brand structure, and reinforced the power of bold, unconventional design in creating memorable audience experiences.
