Designing an Integrated Brand Platform

MY ROLE: Creative Lead

LEADERSHIP SCOPE: Creative Design Direction & Strategy • Brand Identity • Experience Design • Integrated Campaigns • Team Leadership • Executive Client Partnership

Capital One x Outside Festival

CAMPAIGN OVERVIEW

Capital One reimagined festival hospitality through an integrated brand experience that combined premium amenities, outdoor lifestyle, and meaningful cardholder value. Designed to extend the brand beyond sponsorship, the campaign connected physical experiences, content, and strategic partnerships to strengthen customer engagement before, during, and after the festival

BUSINESS CHALLENGE

As title sponsor of the inaugural Outside Festival, Capital One needed to establish a distinct presence that resonated with the outdoor audience while reinforcing its brand promise of delivering unique value to cardholders. The challenge was to create an experience that stood out within a festival environment while offering meaningful, differentiated benefits.

STRATEGIC APPROACH

We transformed VIP access into a premium, outdoor-first brand experience that blended comfort, utility, and storytelling. In partnership with REI Co-op, we designed a destination that delivered exclusive value for Capital One cardholders while elevating the overall festival experience.

CREATIVE LEADERSHIP

As Creative Lead, I established the creative vision from concept through execution, leading a multidisciplinary design team and partnering closely with Capital One, REI Co-op, strategy, account, and production teams. I directed creative reviews, aligned cross-functional stakeholders and ensured every touchpoint delivered a seamless, premium experience.

BUSINESS IMPACT

The lounge attracted nearly 3,000 visitors over the festival weekend, with 41% of attendees identified as Capital One cardholders—demonstrating strong audience alignment. Branded murals and utility-driven swag drove high engagement, while premium viewing access elevated the overall guest experience. The success of the activation secured a second-year program, reinforcing its value as a scalable platform for future brand engagement.

Campaign Ecosystem

Brand Identity
- Environmental Graphics
- Spatial Branding
- Wayfinding
- Signage System
- Premium Branded Touchpoints
Campaign
- Campaign Concept
- Partnership Marketing
- CRM, Email, Exec Recap
- Promotional Assets
Experience
- Premium Lounge
- Cardholder Exclusives
- REI Co-op Partnership
- Viewing Terrace
- Hospitality
- Guest Journey
Digital
- Photography
- Video
- Digital Signage
- Campaign Recap
- Post-event Assets
- Social