Uniting a Generation
This large-scale youth conference happens every three years in Knoxville, Tennessee, drawing a crowd of over 5,000 attendees. The theme of the conference is “UNITE,” a timely message for a generation that is coming of age during an era often defined by tension and division. Appealing to a Gen-Z audience, the branding and tone of voice of the conference needed to feel high energy, passion-driven, and just plain cool—without watering down its important messaging.
In addition to leading the photography team, I designed nearly all of the print and digital assets over the year leading up to the event, including mailings, email campaigns, paid social ad campaigns, merchandise, and a giving campaign. The original logo was designed by our team’s former creative director, and I built out a brand identity to complement the mark. For the first time ever, merchandise sold out in two days (so quickly that I didn’t even get a chance to photograph my pieces!)
Services:
Social Media Strategy
Social Media Content & Design
Art Direction
Photography
Collateral Design
Copywriting / Messaging
Merch Design
Super Social.
As the project lead on the conference, I created over 250 social media graphics and managed the social accounts for over a year, including community management and copywriting—developing the voice and presence of the brand to reach the Gen-Z audience and maintain a consistent presence. By creating monthly content calendars and conducting weekly strategy meetings with the creative director, I was able to develop content and strategy based on data from regularly tracking analytics and reports. As a result, the social media following grew over 200% in one year.
