Each year, I built on the festival’s core brand and colour palette, introducing a new set of modular, interchangeable graphics tailored to that year’s event. These visual assets were designed to work seamlessly across print, social media, presentations, signage, and animation, ensuring a consistent and energetic festival identity. This approach preserved brand familiarity while giving each year a unique and vibrant personality, allowing for reusability of signage and reducing production costs. Campaign strategy was informed by audience insights and performance metrics from previous years. High-performing channels were carried forward and refined, while those with lower ROI were phased out or reimagined.