The Highlight Room: Summer Activation

The Highlight Room Los Angeles is a rooftop venue known for its nightlife programming, city views, and strong social presence.

I led the art direction and visual design for the Summer 2024 campaign, developing a cohesive system applied across social, digital, and promotional touchpoints. The objective was to create a recognizable campaign identity that could perform across fast-moving social platforms while maintaining a premium, brand-consistent look.

My scope included:

- Designing social and promotional campaign assets
- Developing the campaign’s visual identity and art direction
- Creating content systems for ongoing social and marketing use

A key challenge was translating the in-person atmosphere of the venue into content optimized for social distribution, where clarity and immediacy are critical. I addressed this by establishing a structured visual system using bold typography, consistent layouts, and repeatable design patterns that supported scalable content creation.

The final campaign system ensured consistency across all outputs and enabled a continuous stream of on-brand content throughout the summer season.