Leading Creative and Digital Design for Cuba Dupa
The challenge was to increase Cuba Dupa’s brand awareness through digital marketing campaigns and branding initiatives that resonated with a wide audience. The goal was to make event information more accessible while creating significant buzz across social media platforms.
In my role, I led the creative direction and digital design strategy, working closely with a brand agency to execute a comprehensive website redesign. We conducted research, developed user personas, and created wireframes, style guides, and a sitemap. A standout feature was an interactive itinerary, allowing attendees to customize their schedules and share them, which resulted in a substantial increase in website engagement. The campaign’s creative assets, including posters and marketing materials, were developed collaboratively to align with the festival’s overarching brand vision.
The project’s success was evident with over 100,000 attendees at Cuba Dupa, highlighting the power of strategic, innovative digital design and creative leadership in driving impactful brand engagement.
