FREELANCE / JGBWORKS • 2023–2025
playa luna
BRAND DESIGN • FULL MARKETING SYSTEM • DESTINATION EVENTS • CANCÚN & RIVIERA MAYA
CONTEXT
A trip, not a ticket
Playa Luna produces destination music festivals in Cancun and Riviera Maya, Mexico, including Crash My Playa, Dave and Tim Riviera Maya, Phish Riviera Maya, Dead Ahead, Girls Just Wanna Weekend, and Backstreet's Back at the Beach. These are all-inclusive resort experiences where attendees are purchasing a trip, not just a ticket.
The design had to communicate value and build anticipation across an extended purchase journey, from first awareness through the event itself.
WHAT I WORKED ON
Owning the visual output at every stage of the funnel
I was the primary designer across Playa Luna's full portfolio of events, which meant owning the visual output at every stage of the marketing funnel. Show announcements, pre-sale and on-sale graphics, payment plan promotions, ticket launches, sold-out notices, countdown content, set time releases, merchandise promotions, change notices, fan engagement assets, email campaigns, and environmental graphics and on-site signage at the resort venues.
That breadth matters. Running a coherent visual system across an entire customer journey, with every asset serving a different goal, is closer to operations than it is to traditional event design. It also required staying in close sync with the Playa Luna team across sales timelines and programming changes.
MERCH RETAIL SPACE - BRANDED ENVIRONMENTAL DESIGN
ON-SITE, RIVIERA MAYA
ENVIRONMENT
Beachfront venues present a different kind of problem
Natural backdrops compete with installed branding, structures are temporary, and the audience arrives with elevated expectations. The work had to feel considered and premium without losing the energy that defines a music event.
Crash My Playa • 2024 Asset
Dead Ahead 2025 • Curated Photography Exhibit
Playa Luna • Area/Booth Signage
SCOPE OF WORK
On-Site Signage Email Campaigns
Social Media Assets Full Marketing Funnel Design
Ticket Sales/E-Commerce Assets Merchandise Promotion
Set Times Design Event Countdown Content
Client Collaboration