Cultures Remix
Cross-Platform Design
2023
TOFest
Designing a High-Impact Event Identity That Increased Attendance
- YEAR 2024
- CATEGORYExperiential Design
Project Overview
TOFest was a concert-themed networking event held before the closing concert hosted by Destination Toronto at PCMA Convening Leaders 2025. The goal was to create a high-impact, branded experience that celebrated Toronto’s vibrant culture and positioned the city as an exciting event destination. I led the creative direction, designing a cohesive brand and campaign system that carried across every touchpoint.
The Challenge
The event needed to stand out in a crowded conference environment while maintaining brand consistency with Toronto’s marketing efforts. Key challenges included: capturing the energy of Toronto’s culture in a visually engaging way, creating a seamless guest experience through branding and activations, and designing assets that worked across digital, print, and event signage.
What I Created
Event Branding & Visual Identity: Developed a visual identity for the event theme, including the logo, patterns, visuals, and typography Email Promotion & Gift Mailing: Designed email templates to promote the event and build anticipation. Also created a branded ticket and sticker for a gift box mailed to guests, adding a tactile, memorable touchpoint before the event. Environmental Signage & Wayfinding: Applied branding to backdrops, menus, decals, and directional signage to create an immersive experience Activation Branding: Designed custom visuals for photo ops and interactive stations including swag and glam stations Cross-Departmental Collaboration: Partnered with internal event, marketing, and leadership teams to ensure cohesive execution across all formats
Results & Impact
Created a high-energy, fully branded event experience that was both fun and strategically on-brand. Strengthened Toronto’s presence at one of the industry’s most important conferences. Delivered a scalable brand system that is now being used for other events and will continue to support future activations and city-led initiatives.
Final Thoughts
This project brought together everything I love about design—bold creative, strategy, collaboration, and storytelling. Seeing the entire space come to life with intentional, branded moments was incredibly fulfilling.
- MORE PROJECTS MORE PROJECTS
- MORE PROJECTS MORE PROJECTS
- MORE PROJECTS MORE PROJECTS
- MORE PROJECTS MORE PROJECTS