La Divina Feria
Brand Identity & Event Curation
Role: Design & Marketing Coordinator
Company: La Divina Feria
Project type: Marketing and communication strategy
Project Year: 2023
Tools: Adobe Creative Suite, Photography, Social Media
Deliverables: Social media content, copywriting, brand identity, merchandise, scheduling, surveys
Objective:
La Divina Feria aims to create a space where entrepreneurs can showcase and sell their work while networking in an environment that fosters creativity and supports local businesses.
About:
La Divina Feria provides a platform for entrepreneurs to connect, showcase, and sell their work. It’s designed as a day-long event where vendors can present their products, lead workshops, and introduce new ideas to the public. The fair hosts a diverse range of brands, including those focused on physical products, food, flash tattoos, sexual health, holistic therapies, and live music.
Problem Space:
The main challenge we faced while organizing La Divina Feria was creating a cohesive dialogue among the participating entrepreneurs, external communication, and branding. It is always challenging to develop an aesthetic that encapsulates a variety of brands under a unified identity.
Research:
Through extensive research, we decided to create a character to serve as the face of La Divina Feria, guiding visitors and introducing them to the participating brands. This approach fostered a sense of unity and helped visitors better understand the fair's purpose. Our research also revealed a strong demand from entrepreneurs for spaces like the one we provided.
Approach:
Digital Community Building
Develop a dedicated social media campaign featuring the character as a central figure, engaging audiences with interactive content such as polls, Q&As, and storytelling posts.
Brand Storytelling
Create a content calendar that schedules regular posts highlighting each participating brand’s story, values, and products leading up to the event.
Merchandise Development
Design and produce branded merchandise that reflects the fair’s identity, including tote bags and t-shirts.
Collaborative Programs
Collaborate with local businesses to offer cross-promotional rewards, enhancing community ties.
Event Programming
Curate a diverse lineup of workshops, panel discussions, and live demonstrations that reflect the interests of your audience. Collaborate with participating brands to co-host events that showcase their products and expertise.
Feedback and Continuous Improvement
After the fair, we gathered feedback from both participants and attendees through surveys and social media polls. We used this feedback to assess what worked well and identify areas for improvement.
Solution
By implementing this strategy, La Divina Feria cultivated a vibrant and inclusive space that encourages community engagement, boosts brand visibility, and forges lasting connections between entrepreneurs and their customers. This comprehensive approach not only drives the fair’s success but also supports the growth of a sustainable creative ecosystem.
Key Achievements
Created a cohesive brand identity that unified diverse participants under a single vision.
Increased event engagement through a targeted social media campaign and interactive content.
Designed and produced branded merchandise that reflected the fair’s identity.
Curated a diverse and engaging event program, fostering collaboration and community ties.
Improving my process
One area for improvement is expanding the variety of activities offered to the local market. Hosting themed events that celebrate Ecuadorian festivals will enhance engagement with local audiences and attract new visitors year-round. Our primary objective remains sustaining local interest; to achieve this, we plan to host quarterly community events featuring local artists and artisans, fostering ongoing dialogue and strengthening community bonds. Building alliances with brands and collaborating with other venues will further expand our reach and enhance the overall impact of these events.