CoastCon Virtuality was a gloval virtual roller-coaster convention created to bring the excitement of the amusement park industry online. The goal was to design an experience that felt as dynamic and immersive as the rides themselves, all within a digital space. As the Art Director, I led the creative vision and designed visuals elements for the campaign. From brand development to marketing materials, I built a cohesive identity system that carried the event's every across every touchpoint. This project was supported by an incredible team of colleagues, who's collaboration helped bring this vision to life.
The logo combines playful typography with coaster-inspired motion lines and organic leaf shapes, symbolizing energy, connection, and the coastal theme. It was designed in multiple variations, detailed additions vs simplified, for flexibility and readability across print and digital materials.
Together, the fonts echo the guest experience: sophisticated yet welcoming, traditional yet modern. Headlines use a strong san serif with geometric character, balancing readability and impact. Subheads and body text were chosen for a clean, modern feel that supports hierarchy while staying approachable.
This color palette combines grounded earth tones with bold, high-contrast accents to create a balanced yet energetic visual system. Deep, dark hues provide structure and readability. while warm accent colors add emphasis, movement, and visual hierarchy across digital and event-focused layouts.
CoastCon Virtuality needed to capture the energy and excitement of a real amusement park convention, but entirely online. The event brought together global industry professionals, and the brand needed to feel both playful and professional, capable of standing out in a digital environment filled with competing visuals.
The challenge was to create a unified brand system that translated the thrill of roller coasters, the warmth of coastal themes, and collaborative spirit of the IAAPA Community; all without losing clarity or accessibility across digital and print touchpoints.
I started by defining the event's Personality: Energetic, inclusive, and innovative. From there, I built a design system rooted in movement and optimism, using fluid shapes, bright gradients, and lively compositions to reflect both speed and connection. The visual identity leaned on contrast and rhythm to keep audiences engaged online. Illustrations and motion-inspired details gave the system life, ensuring it felt active even in static form.
The final brand identity unified all aspects of the event under one bold visual language. It delivered a memorable digital experience that truly felt like being part of something exciting and new. Every asset, from digital campaigns to merchandize and event collateral, reinforced the same story: the thrill of amusement, the joy of community, and the energy of innovation.
A visually driven sale campaign combining bold graphics and clear calls to action to create urgency and elevate the brand's promotional presence.
Branded merchandise developed to support campaign, events, and promotions while maintaining visual consistency. The concepts were designed with a focus on usability, visual impact, and brand alignment across physical products.
A coordinated stationary set and program guide designed for clarity and consistency, provided digitally and also printed on recycled materials to support sustainable brand values.
While I led the art direction and design for all showcased assets, this project was supported by talented colleagues whose collaboration and coordination helped bring the vision life. Special thanks to the amazing team I was priviliged to be part of, Graphika.
Paola Garcia
Marcello Orrico
Anica Baloy
Jeff Janelle
CoastCon Virtuality project was honored with two ADDY Awards, recognizing the project strong project's creative direction, cohesive branding, and engaging digital experience.
This project is a personal interpretation of a real event. All event names, logos, and brand references are the property of their respective owners. The work shown reflects my individual design contribution and art direction.
