Good Friday ATX is one of Austin’s largest annual community events, and I was brought on to help scale it into a full-arena experience. My role spanned creative direction, design, production, and marketing, ensuring the event’s identity and outreach were clear, engaging, and accessible to a wide audience.

At the time, the event had already cycled through three marketing firms that failed to deliver a rebrand that resonated. I took on the challenge of creating a new, versatile brand identity that captured the reverent, minimal tone of the event while meeting strict criteria: it needed to incorporate the crown of thorns symbol, utilize brand colors, avoid being overworked, and remain adaptable across all backgrounds and partner organizations. From there, I expanded the branding into a complete ecosystem—logos, websites, marketing kits, event graphics, and media production including photography and video.

Marketing efforts were broad and highly targeted. For digital campaigns, I designed email templates with clear calls to action, embedded past event media, and concise event details—answering attendee questions before they were asked. Social media was supported by a companion campaign, while physical media such as downtown billboards, oversized mailers (with custom QR codes to track site visits), and print ads reached additional demographics. We also extended into broadcast channels with radio spots, TV commercials, and newspaper features, ensuring broad visibility across the Austin area.

On the web side, I designed and built a mobile-first, one-page WordPress site using the Divi builder to maximize accessibility for both users and partner editors. This streamlined approach made the site a single, central hub for event details, while also integrating with the event app for a seamless attendee experience. All traffic and engagement were tracked with Google Analytics and Google Tags, providing valuable data that informed future campaigns.