PROJECT TITLE: 2023 HALLOWEEN THROWDOWN

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MY ROLE: Development, Brand Identity, Packaging,
Copywriting, Illustration, Layout

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PROJECT DURATION: 2 Months

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TOOLS USED: Procreate, Illustrator, Photoshop

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TARGET AUDIENCE: Ages 2 to 12, as well as guardians and parents of participants.

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THE BRIEF/OBJECTIVE: Halloween is THE holiday of the year at Caesars Entertainment. Every year, each department comes together to create a theme for participating guardians/parents and their kids. The art direction for 2023 was "Monsters and Candy." Having worked on the theme the previous year, I was selected to work on the 2023 theme.

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PROCESS:
Research and Discovery: Conducted research on monster illustrations and drew inspiration from animations such as: Foster's Home for Imaginary Friends, Monsters Inc., and Aaahh!!! Real Monsters.

Concept Development: I began sketching on Procreate and stacking little monsters together until I liked the hierarchy.

Design Execution: Developed the sketch and added color and texture for the final look.
I also developed all the layouts, merchandise, and digital assets.

Client Collaboration: Held regular meetings with the client to ensure alignment and incorporate feedback throughout the process.
Challenge: Caesars Entertainment wanted to create an interactive way for kids to get their stamps at each station to collect prizes.
Solution: I came up with a passport idea to get the kids to interact with the art and the stations. They would get their passports stamped at each station set up by the departments and present them at the last station for a gift.

Impact:

• Increased brand recognition and improved market positioning.

• Positive client feedback led to me being the main designer for each year's Halloween Throwdown.