CHALLENGE
Everything began at zero because this was the first event of its kind. There was no playbook, no brand system in place, and no opportunity for tone errors. The area had to be both warm and culturally rooted, yet elevated and purposeful. Simultaneously, attendance increased rapidly, the experience had to be seamless without feeling overdone or stereotyped, and the messaging had to function in two languages.

SOLUTION
I concentrated on clarity and moderation. I created bilingual touchpoints that felt natural rather than translated, and I created a visual system that felt upscale without sacrificing warmth. Every aspect of the visitor experience was taken into account, from signage to photo ops with views of downtown Los Angeles. In order to maintain consistency and tone, I oversaw all Spanish translations internally, worked closely with programming leads to shape the night's flow, and directly managed creative vendors. The outcome was a celebratory, energetic, and culturally authentic experience for the attending audience.