A festival campaign built to carry across every format.
My work combines art direction, graphic design, event identity, and public-facing communications. I build campaign systems with a strong visual point of view that can expand across print, digital, merchandise, outdoor media, and event environments without losing recognition.
One image has to become an entire public experience.
The strongest festival systems create recognition before someone reads the date. The poster establishes the world, then every other application carries enough of that world to remain immediately connected.
That is the structure behind my work for performing arts seasons, arts festivals, community celebrations, municipal campaigns, publications, and public programs. The initial visual language is designed with adaptation in mind so that scale, orientation, information density, and production method can change while the campaign continues to feel like one thing.
Project-specific concept development begins after selection and is developed collaboratively with East Lansing Art Festival staff.
Art direction with production built into the idea.
Campaign identity
A distinct central idea, image language, typography, and hierarchy designed to remain recognizable across a full season or event campaign.
Multi-format systems
Poster art translated across social graphics, advertising, programs, calendars, merchandise, signage, promotional pieces, and changing dimensions.
Files that are ready to use
Print and digital production experience across large-format graphics, publication files, promotional collateral, merchandise artwork, and web-ready assets.
Campaign systems built for public arts and community events.
Three examples spanning performing arts, a heritage celebration, and a fine arts festival.
Cain Park 2025
Creative direction and campaign design carried across season artwork, calendars, social graphics, stickers, digital promotion, and public-facing materials.
Djapo Culture Fest
Event identity developed across graphics, artist features, promotional materials, social media, printed program, and audience information.
Cain Park Arts Fest
Campaign art and event collateral developed for a long-running public arts festival, with a visual system built for promotion, information, and physical use.
Art festival campaign work already lives in the portfolio.
Cain Park Arts Fest required a public-facing identity that could move from campaign art into event collateral, digital communications, motion, and practical visitor information.
That same system-thinking applies directly to East Lansing: one strong visual language adapted across billboards, merchandise, brochures, advertising, and social media.
Designed once. Built to travel.
The ELAF campaign calls for one visual direction capable of moving across dramatically different sizes, surfaces, production methods, and information needs.
Street
20 × 30 poster, 11 × 17 window poster, billboards, and other large-format public applications.
Print advertising, brochures, postcards, cards, and campaign pieces that require clear hierarchy at smaller scales.
Merchandise
T-shirts, coffee mugs, and other applications where the campaign needs to work as an object as well as an advertisement.
Digital
Social media images and online advertising adapted for fast recognition across screens and changing proportions.
Core festival campaign: art direction, campaign development, final files, and required print, outdoor, merchandise, and digital adaptations.
A campaign designed to be seen across a city.
I would welcome the opportunity to develop the 2027 East Lansing Art Festival campaign with City and festival staff and carry a strong central visual direction across the full public life of the event.
Frances Eugenia Design
frances@franceseugenia.com
(231) 321-1100
franceseugenia.com