IMG Events
Guy Fieri’s Flavortown Fest
2024
Guy Fieri’s
Flavortown Fest
Guy Fieri’s Flavortown Fest was conceived as a two-day food and music festival at the 54-acre Lawn at CAS in his birthplace of Columbus, Ohio. The launch lineup brought together five announced music acts, including headliners Greta Van Fleet and Kane Brown, alongside chefs and restaurants from across the country.
At IMG Events, I led the visual identity from initial concept through rollout, working closely with Knuckle Sandwich Productions to ensure the festival felt unmistakably Guy. His food and hospitality business already included more than 80 restaurants worldwide, so the identity needed to feel immediately familiar while giving the festival its own voice. I designed the logo, established the brand guidelines, and built a system for digital, motion, merchandise, environmental graphics, and OOH. The event was canceled before opening, but the identity was developed as a complete, launch-ready brand.
- Role
- Brand Identity / Art Direction
- Team
- IMG Events + Knuckle Sandwich Productions
- Year
- 2024
- Scope
- Logo, guidelines, motion, environmental, digital, OOH
Building Flavortown
The identity needed to transform a recognizable personality into a system, not simply collect familiar references. Custom typography, heat, motion, and unapologetic color created a foundation that felt playful, loud, and capable of carrying a major live festival.
A Brand with Volume
The guidelines established a flexible language for color, type, image treatment, illustration, patterns, and voice. Each component could be dialed up without losing recognition, allowing the brand to match Guy’s energy while retaining enough structure for teams and partners to use consistently.
Ready for Rollout
The system was designed to move from announcement to arrival. It extended across social and motion, merchandise, credentials, signage, stage and environmental applications, and large-scale OOH, creating a consistent festival world from the first promotional touchpoint through the planned on-site experience.