Gran Fiesta
Celebrating Colombian pride, culture, and community.
Event Branding, Visual Design and Way Finding
Industry: Events and Cultural Celebration
Programs Used: Adobe Illustrator · Adobe Photoshop · Adobe Lightroom · Procreate · Adobe Indesign
Role: Lead Graphic Designer and Social Media Designer
I created the Gran Fiesta de Independencia Colombiana brand from the ground up, developing its full visual identity, promotional materials, social media presence, and event wayfinding system. Since its first edition, the event has grown into one of the main celebrations of Colombian culture in Grand Rapids, Michigan, bringing together families, artists, and the community to honor Colombia’s independence with pride and joy. The goal was to design a flexible and cohesive visual system that could evolve with the event each year while capturing the color, warmth, and spirit of Colombian culture. From the logo and illustrations to the signage and digital content, every element was created to feel vibrant, welcoming, and full of life, celebrating the community that makes the event possible.
Target Audience and Representation
Celebrating people, pride, and community.
The Gran Fiesta de Independencia Colombiana was created for the Colombian and Latino community of Grand Rapids, as well as anyone who loves sharing culture through music, food, and celebration. The event brings together people of all ages to feel connected, seen, and proud of their roots.
The brand was made to reflect that same feeling. Its warm colors, expressive shapes, and joyful character inspired by the Marimonda represent the fun, creativity, and heart of Colombian culture. It captures the spirit of the people who make the event possible vibrant, welcoming, and full of life.
Branding and Creative Process
Translating cultural pride into visual identity.
The branding for Gran Fiesta de Independencia Colombiana began with exploring how design could capture the movement, color, and joy of Colombian culture in a modern way. I drew inspiration from traditional festivals and rhythms, using bold typography, warm colors, and organic shapes to create a sense of energy and connection. The Marimonda, a symbol of humor and creativity in Colombian carnival, became the heart of the identity, reimagined in a simple and friendly style that represents community and pride. The final design system ties every element together, creating a unified brand experience that feels authentic, vibrant, and true to the celebration.
Challenge and Creative Direction
Balancing culture, clarity, and celebration.
The main challenge was translating the spirit of a national celebration into a visual identity that worked both for the local community and event partners. I wanted the design to feel festive and proud but also organized and accessible for attendees of all ages. The creative direction focused on blending traditional Colombian color palettes with modern illustration and clear typography, creating visuals that stood out in print, on stage, and across social media without losing authenticity or warmth.
Visual System
Building a consistent and joyful experience.
The event materials were designed to bring consistency and clarity to every part of the festival experience. From the performance schedule to event guidelines, each layout uses bold colors, clear hierarchy, and playful details that reflect the festive tone of the celebration. The goal was to make information easy to read and enjoyable to look at, allowing design and communication to work together in keeping the event both organized and full of cultural energy.
Social Media
Extending the brand into digital platforms.
The social media strategy was designed to capture the excitement and pride surrounding the event while keeping the audience informed and engaged. Each post and story was crafted to highlight community, tradition, and joy, using vibrant visuals and clear messaging consistent with the event’s brand system.
Throughout the celebration, I created visuals and story templates that aligned with the event’s energy, allowing content to flow seamlessly between live updates, performances, and behind-the-scenes moments. These stories encouraged real-time engagement, helping attendees share their experiences and connect with the event both online and in person. The result was a lively, unified social presence that extended the celebration beyond the physical space and strengthened community participation.
Print Materials & Publicity
Promoting the celebration throughout the community.
Print materials were a central part of spreading awareness and creating excitement for the Gran Fiesta de Independencia Colombiana. I designed colorful posters, flyers, and event signage that brought the brand’s joyful identity into public spaces, using color, illustration, and typography to immediately draw attention. Each piece was created to communicate clearly while still feeling vibrant and full of life, making the event approachable to everyone in the community.
The printed designs were displayed in local businesses, cultural centers, and community boards across Grand Rapids, helping build anticipation weeks before the event. Combined with digital promotion and social media campaigns, these materials worked together to create a memorable brand experience that connected people and encouraged participation. The result was a cohesive visual presence that celebrated Colombian culture and successfully invited the community to take part in the festivities.
Wayfinding System
Creating a welcoming and easy-to-navigate experience.
The wayfinding system was designed to guide visitors effortlessly through the event space while keeping the joyful spirit of the celebration alive. I created a large-scale entrance arch inspired by the colors of the Colombian flag to serve as both a visual landmark and a photo opportunity, setting the tone for the festival atmosphere.
Each icon was carefully designed to represent essential areas like restrooms, parking, food, drinks, vendors, and the kids’ zone, all inspired by Colombian culture and traditions. From the traditional sombrero vueltiao to colorful chivas and maracas, every illustration captures the country’s lively character while staying consistent with the overall brand identity. The goal was to make navigation intuitive and visually engaging while celebrating the culture at the heart of the event.
