In the fall of 2024 I was tasked with developing a creative look and brand guide for a new initiative called “Autumn Fest” for Gallagher Way (a multi-use, outdoor green space just outside of Wrigley Field). This brand needed to be developed quickly with a launch date of less than 3 weeks away. Since time was of the essence, I jumped into action quickly.

I first created the logo lockup, using the “Winterland” logo as a guide. From there, I decided on a font family that gave the flexibility to create unique event lockups by mixing and matching fonts but that also felt cohesive. Next I developed the color palette — which needed to evoke cozy and warm fall feels but also work seamlessly with events such as “Dia de los Muertos” and “Oktoberfest”. Finally, I created a toolkit of stylized icons that could be used uniquely across the various events while still remaining cohesive. The last step was creating a brand guide that summed up all of these creative decisions so that a team of different designers and freelancers could create various event graphics while working within the same guidelines.