For the All Things Go Festival, I led the creative direction and design for Impossible Foods’ immersive pop-up experience, blending vibrant aesthetics with real-time product sampling and interactive brand moments.
I developed the full event aesthetic, translating the Impossible Foods brand into a dynamic festival activation. From initial 2D visual design to comprehensive 3D build-outs, I ensured every element aligned with the festival’s energy and Impossible’s bold identity. A highlight of the activation was a live BBQ station, designed to seamlessly fit within the overall theme, providing an authentic and engaging touchpoint for festival-goers.
Key contributions:
Event Aesthetic & Design – Conceptualized and executed the visual identity, developing both 2D and 3D designs for the pop-up space.
Production & Fabrication Oversight – Collaborated with production teams, clients, and fabrication partners to ensure all elements were built to spec and on schedule.
Client Collaboration – Guided the design through client approval stages, ensuring brand alignment and satisfaction at every step.
Graphic Design – Designed a significant portion of the branded graphics that brought the activation to life.
Interactive Experience – Created an on-site BBQ experience and a branded photo moment, fostering interaction and driving social engagement.
The activation was met with enthusiastic feedback from attendees and clients alike, reinforcing Impossible Foods’ presence at the festival and creating a memorable, high-impact brand experience.