Summer Celebration is the largest African American consumer tradeshow and festival in the south. The annual event attracts 20,000 attendees from Texas and surrounding areas as well as over 200 vendors and scores of corporate sponsors. The 4-day experience includes a lineup of top celebrity entertainers, influential speakers, business development seminars, health and wellness exhibits, hair shows, women’s forums, concert performances and more.

We were thrilled for the opportunity to work with the 2019 Texas Black Expo Summer Celebration! Understanding the breath of this project meant that we had to be very thorough about what we are conveying when working along-side third parties. We also made sure that the platforms used to manage data from attendees where very secure and easy to use. Our intention was to present a consistency in user flow, branding archetypes and targeted personas.

This project forced us to think outside the box. We gathered information, analytics, and analyzed data from previous years which helped to merge expectation with innovation. We listed out all potential deliverables like flyers, badges, billboards and event shows, and created a commonality amongst each component to add value to brand awareness.

“Unlike a drop of water which loses its identity when it joins the ocean, man does not lose his being in the society in which he lives. Man’s life is independent. He is born not for the development of the society alone, but for the development of his self.”-B. R. Ambedkar

New Era