Community Coffee | Cowboy Christmas

Timeline: 4 months 

Role: Creative Director



The ASK

Increase visibility for the Community Coffee brand by redesigning the Cowboy Christmas activation space and digital presence. Refresh the booth with an updated, authentic modern rustic look while appealing to western consumers, and design supporting website content to complement the in-person experience. The goal was to enhance product visibility, optimize merchandise accessibility, and create a standout experience for attendees.


The APPROACH
I led the cross functional team of 9+ on this project, including designers, copywriters, photographers, a digital designer, and a social media specialist, partnering with internal teams across marketing, brand activation, product management, project management, fleet management, and leadership to ensure best in class deliverables.


The creative north star was clear: Authentic, Americana, Modern Rustic + Western, Stopping Power, Stand Out from the Competition. I focused on aligning booth aesthetics, employee workflow, website design, and event activations with the lifestyle and expectations of the target consumer.


The WORK
•Within a fast 4 month timeline, I delivered a full brand activation overhaul


• Redesigned booth structures and shelving to increase product display by over 270%, integrating Community Coffee swag, t-shirts, hats, mugs, stickers, and koozies


• Optimized employee brewing and storage areas to improve workflow during the 12 day event


• Produced dynamic visuals, motion graphics, and video content for in-booth displays, activation vehicles, and digital platforms

• 
Branded large scale exterior and interior Resorts World Las Vegas resort spaces, including 63 story tower graphics, Zouk nightclub, and 50 foot LED globe


• Developed supporting website design and digital content to extend the activation online


• Created digital product menus, discount cards, athlete cards, invitations, save the dates, table numbers, name cards, and directional signage within the Resorts World Las Vegas spaces


• Every element was designed to feel cohesive, immersive, and tailored to the western consumer, while maintaining functional workflow for employees.


The RESULT
Through exciting visual, experiential events, online, and fleet visuals, I delivered cohesive and differentiated in-person and online experiences that helped drive brand growth. The refreshed Cowboy Christmas activation elevated Community Coffee’s presence, increased product visibility, and strengthened connections with its audience.


The TAKEAWAY
When creative is paired with operational insight, digital strategy, and audience understanding, brand activations not only look great they perform. This project turned a standard trade show booth into a fully immersive western experience that resonated with consumers and employees alike.