La Divina Feria
Brand Identity & Event Curation
Role: Brand and Event Coordinator
Company: La Divina Feria
Project type: Brand Strategy & Event Production
Tools: Adobe Creative Suite, Photography, Social Media
Project Year: 2023
Developed a full brand identity, including an original mascot character, to unify diverse participating brands
Produced branded merchandise, tote bags, coconuts and t-shirts, from concept to final product
Built and executed social media campaign with interactive content — polls, Q&As, and brand storytelling
Curated full event program including workshops, panel discussions, and live demonstrations
Objective:
La Divina Feria aimed to create a space where entrepreneurs could showcase and sell their work while networking in an environment that fosters creativity and supports local businesses.
About:
La Divina Feria is a day-long community fair providing a platform for entrepreneurs to connect, showcase, and sell their work. The fair hosts a diverse range of brands, physical products, food, flash tattoos, sexual health, holistic therapies, and live music, bringing together a wide cross-section of the local creative community.
I led the brand identity, marketing strategy, and event coordination for the fair, building the entire visual and communications framework from scratch.
Problem Space:
The main challenge I faced was creating a cohesive visual identity and communication strategy that could unify a highly diverse group of participating brands under a single recognizable aesthetic, while maintaining each brand's individual voice and identity.
Research:
Through research into event branding and community fairs, I identified that the most effective way to create cohesion across diverse participants was through a unifying narrative device. I developed a character to serve as the face of La Divina Feria, a mascot that would guide visitors, introduce participating brands, and give the fair a consistent, memorable identity. Research also confirmed strong demand from local entrepreneurs for community-oriented spaces like this one.
Approach:
Digital Community Building I developed a dedicated social media campaign featuring the character as a central figure, engaging audiences with interactive content like polls, Q&As, and storytelling posts, to build anticipation before the event and educate the audience about the language and style of the event.
Brand Storytelling I created a content calendar scheduling regular posts highlighting each participating brand's story, values, and products in the weeks leading up to the fair.
Merchandise Development I designed and produced branded merchandise, tote bags, and t-shirts, that reflected the fair's identity and gave attendees a tangible connection to the experience.
Collaborative Programming I curated a diverse lineup of workshops, panel discussions, and live demonstrations, collaborating with participating brands to co-host activations that showcased their products and expertise.
Feedback & Improvement After the fair, I gathered feedback from both vendors and attendees through surveys and social media polls, using the results to assess what worked and identify opportunities for future editions.
Solution
La Divina Feria successfully brought together 15 vendors and 200+ attendees in a cohesive, well-branded environment. The character-led identity unified the fair's visual communication across social media, merchandise, and on-site experience, creating a recognizable brand from scratch. Post-event surveys confirmed strong vendor and attendee satisfaction, validating clear demand for future editions.
Key Achievements
Developed a full brand identity from scratch, including an original mascot character that unified 15 participating brands under a single visual vision
Produced branded merchandise, tote bags and t-shirts with near sell-out results across all vendor stands
Grew social media following to 250 within 6 weeks of launch through an interactive content campaign, driving 200+ attendees to the event
Curated a full day of programming, including workshops, panels, and live music, coordinating all logistics and scheduling across 15 vendors
Improving my process
This project reinforced how important a strong unifying concept is when working with diverse stakeholders, the character gave everyone a shared reference point and made coordination significantly easier.
Going forward, I would build in more lead time for vendor onboarding and content collection, as gathering brand assets from multiple participants simultaneously created bottlenecks. I would also expand the feedback process to include mid-event check-ins, not just post-event surveys, to allow for real-time adjustments.
Future editions would benefit from quarterly community events featuring local artists, sustaining the audience between annual fairs and building a stronger year-round community presence.