TOFest was a concert-themed networking event held before the closing concert hosted by Destination Toronto at PCMA Convening Leaders 2025. The goal was to create a high-impact, branded experience that celebrated Toronto’s vibrant culture and positioned the city as an exciting event destination. I led the creative direction, designing a cohesive brand and campaign system that carried across every touchpoint.
The event needed to stand out in a crowded conference environment while maintaining brand consistency with Toronto’s marketing efforts. Key challenges included: capturing the energy of Toronto’s culture in a visually engaging way, creating a seamless guest experience through branding and activations, and designing assets that worked across digital, print, and event signag
Developed a visual identity for the event theme, including the logo, patterns, visuals, and typography
Designed email templates to promote the event and build anticipation. Also created a branded ticket and sticker for a gift box mailed to guests, adding a tactile, memorable touchpoint before the event.
Applied branding to backdrops, menus, decals, and directional signage to create an immersive experience
Designed custom visuals for photo ops and interactive stations including swag and glam stations
Partnered with internal event, marketing, and leadership teams to ensure cohesive execution across all formats
This project brought together everything I love about design—bold creative, strategy, collaboration, and storytelling. Seeing the entire space come to life with intentional, branded moments was incredibly fulfilling.
