From festivals to gallery shows, I craft visuals that reflect the spirit of each event and connect with audiences. My goal is to make every design feel like an invitation — bold, thoughtful, and impossible to ignore.
For the musical Waitress at the Arvada Center, I designed promotional graphics that captured its sassy, soulful tone, reflecting the heartfelt and humorous journey of its lead character, Jenna. These visuals and our marketing efforts contributed to $847,000 in ticket sales. Inspired by themes of self-discovery, friendship, and resilience, I brought the warmth of a cozy diner to life with rich colors and playful pie motifs, creating dynamic designs that resonated with audiences and stayed true to the heart of the story.
arvada center for the arts and humanities
role
time line
live project
The Ask
Create a cohesive promotional campaign for Waitress that would appeal to both loyal theatre patrons and new audiences. The goal was to visually reflect the musical’s warmth, wit, and charm across print, digital, and outdoor platforms while helping to boost ticket sales and community engagement.
The Design
The design needed to be vibrant, inviting, and reflect the tone of the show while being versatile enough for multiple applications. I focused on using warm, rich colors that evoked a cozy diner atmosphere, paired with playful pie graphics to symbolize the themes of comfort, food, and Jenna’s personal journey. Typography played a central role, with the handwritten-style fonts nodding to the show’s quirky personality and heartfelt moments. The visual elements needed to be adaptable across print ads, social media, and outdoor signage.
A slice of design that leaves a lasting impression.
the development
The visual identity for Waitress was developed through a thoughtful exploration of character and setting. I used bold type, nostalgic textures, and warm, saturated tones to channel the spirit of a retro diner while conveying Jenna’s emotional journey. My toolkit included Illustrator and Photoshop to craft both print and digital assets, optimized for everything from marquee displays to social media campaigns.
the takeaway
The Waitress campaign successfully translated the musical’s intimate and uplifting narrative into eye-catching promotional materials, helping to drive impressive ticket sales while building a strong visual connection with the audience.
