PROJECT
OVERVIEW

PROMOTIONAL CAMPAIGN DESIGN

Sacramento Dance Festival is a fictitious campaign proposed by the Graphic Design Program of California State University, Sacramento. The challenge of the campaign is to create a bold, emotionally resonant visual identity that positions the event as a marquee cultural moment for Northern California while reflecting the diversity and energy of its dance communities. The design must translate the raw movement, rhythm, and multicultural spirit of Sacramento into a cohesive system that feels both artistic and editorial, which balances striking imagery, dynamic compositions, and vibrant yet genuine textures. At the same time, the identity must be adaptable across multiple platforms.

CREATIVE

• MEMORABLE

• VIBRANT

• SPIRALING

• EXPLOSIVE

• SYMPHONY

• DIVERSITY

CREATIVE • MEMORABLE • VIBRANT • SPIRALING • EXPLOSIVE • SYMPHONY • DIVERSITY

MOOD BOARD

CONCEPT SKETCHES

CONCEPT
phase

After exploring different cultures to find the symbols that could embody movement and cultural richness without relying on a single dance style or demographic, it led to the idea of utilizing the illustration of the phoenix-an icon associated with beauty, performance, and energy-making it a natural representation of dance cultures. This concept also allowed for greater abstraction and flexibility, where the phoenix’s feathers could be stylized into ribbon-like forms that mimic choreography, guiding the viewer’s eye through the composition. The vibrant gradient palette was then introduced to reflect Sacramento’s diversity and energy, using the contrast between warm and cool tones to suggest rhythm and momentum. This approach ensured the campaign visual identity instantly recognizable, culturally inclusive, and emotionally engaging.

FINAL VISUAL

The campaign was executed as a cohesive identity system across physical and digital touchpoints. Large scale applications including posters, banners, and billboards are used to create strong on-site and citywide presence. Printed POSM such as handheld brochures provided detailed information. On digital platforms, Instagram posts and the website extended the campaign's reach. Merchandise is implemented to reinforce brand recall. Together, these deliverables ensured a unified system