CASE STUDY: FREELANCE / JGBWORKS
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 because it reflects something beyond event design. Running a coherent visual system across an entire customer journey, where every asset serves a different functional goal while maintaining brand consistency, is design systems thinking applied to a real business operation. It also required close collaboration with the Playa Luna team to stay aligned with sales timelines, programming changes, and sponsor requirements.
MERCH RETAIL SPACE - BRANDED ENVIRONMENTAL DESIGN
ON-SITE, RIVIERA MAYA
ENVIRONMENT
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.
Beachfront venues present a
different kind of problem
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
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