Back to the Basics: Experiential Design
Project Scope:
Brand Identity & Strategy
Web Design
Digital & Print Design
Social Media
Experiential Design
Photography
Marketing
The Objective:
After identifying a growing cultural shift toward self-sufficiency and community, I created Back to the Basics.
The purpose of this event series was to connect the public with local growers and producers in the Finger Lakes region and provide opportunities to learn basic natural wellness and homesteading skills from local experts.
The Result:
I produced a series of 12 pop-up events in the Finger Lakes. Each featuring rotating wellness programming, nourishing local food and a curated selection of vendors to support a new wave of homesteaders.
Experiential Design
Homesteading Workshops:
Curated expert-led sessions on emergency prep, herbalism, sustainable food systems, and nature-based crafts.Curation of Local Vendors
Partnered with local farms and indie vendors to provide a marketplace for practical, high-quality goods.Nourishing Food
Sourced a new local organic, seed-oil free food truck. Consulted on price point and development of the menu. Supported sourcing of seasonal ingredients directly from small Finger Lakes farms.
Brand Strategy
Brand Identity:
Developed a "modern rustic" visual system that feels both grounded and premium.Creative Direction:
Oversaw the end-to-end aesthetic of the event series, from digital marketing to physical environmental design.Performance Marketing:
Managed cross-channel Meta ad campaigns, optimizing creative for high-conversion event registration and audience growth.
