I lead the visual evolution of a globally recognized corporate running series.
Crafted the attendee experience for the launch of the Darryl the Dog shoe collab between Golf le Fleur x Converse at Camp Flog Gnaw 2024. My contributions included the design of all printed materials and the strategic development of guest flow throughout the space.
Series announcement video of the rebrand + 50 years running celebration.
Main elements of the experience
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VIP tent guests could personalize their shoes with exclusive to Camp Flog Gnaw custom patches.
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Seating area with custom coffee table and pillows we created for guests to enjoy outside the seeding tent.
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VIP guests were invited to the seeding tent to have a curated try-on of the new shoes and explore other Converse classics in the space.
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A 40 ft tall Darryl welcomed guests to the tent and served as a beacon across the whole festival.
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The retail tent where the shoes were available for purchase to the general public was designed to resemble a dog house.
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Signage visuals throughout the footprint.
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Custom dog-like accents throughout the spaces such as custom dog bowls, tennis ball, and dog treats.
