Joey LewisWorkLet's talk
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Creative directionFestival identities

Phoenix Fest

Phoenix Fest needed each festival to sell tickets on its own. I redesigned all three and carried them across every touchpoint with Phoenix Fest's marketing team.

Role
Creative Director, freelance
Years
2023–2024
Scope
Logos, posters, billboards, merch, social, signage
Partners
Phoenix Fest marketing team
Taco Fest poster with neon sugar skulls and cactus at Salt River FieldsTaco Fest
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3festival identities6touchpoints per festival

Three festivals

The idea: give every festival its own personality, so each one could sell tickets on its own.

Taco Fest

Loud and illustrated, big enough for a stadium scoreboard.

Taco Fest 2024 logo: a blue sugar skull framed by flowers, with Taco Fest Salt River Fields below
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Pizza Fest

I kept the original mouth and rebuilt everything around it.

Phoenix Pizza Fest logo: pink lips biting a dripping pepperoni slice, with bubbly blue type, on black
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Fried Fest

Half food fest, half music fest, and the redesign leans into both.

FRIED logo in yellow over a black and white festival crowd, a hand raising a fistful of fries
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The results

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Growth in organic social reach

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Increase in festival merchandise sales

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Bigger Taco Fest crowd the year after

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