vitaminwater: City Flavors
Client: United Masters & vitaminwater
Role: Art Direction, Visual Identity Design, Event Branding
Overview
City Flavors was a multi-day activation and live event celebrating the unique flavors, artists, and culture of New York City. Over four days, a city-wide scavenger hunt led to a high-energy concert finale at 99 Scott in Brooklyn featuring live performances, local food vendors, and immersive branded experiences. My role was to develop a cohesive visual identity system that unified the scavenger hunt, event, and digital promotion under a single recognizable look and feel.
Challenge
The campaign needed to stand out in two very different contexts:
Digital discovery: bold enough to grab attention in fast-moving social feeds during the scavenger hunt phase.
Physical immersion: adaptable to signage, stage backdrops, merch, and environmental branding during the event itself.
With multiple boroughs, local vendors, and artists involved, the challenge was to create a brand toolkit that was flexible and modular while still delivering a clear and consistent campaign identity.
Execution & Deliverables
Visual Identity Toolkit
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Master “City Flavors” logo lockup + city-specific versions
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Primary and secondary color palettes for digital and print
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Pattern library and background textures
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Type hierarchy for print, digital, and motion use
Campaign Assets
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Scavenger Hunt Collateral: Bottle wrap designs, social teaser templates, clue graphics.
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Digital Marketing: Social post templates for artist announcements, countdowns, and recaps.
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Event Branding: Stage backdrop graphics, vendor signage, step-and-repeat, directional signage
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Environmental Design: Entrance graphics, photo op walls, branded table wraps for vendor stations.
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Merchandise Concepts: Tote bags, T-shirts, stickers, and limited-edition bottle labels.
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Motion Assets: Animated logo lockups, IG Stories animations, artist intro sequences for the event screens.
