History on Tap
Athens, GA
2021
I led the creation of promotional assets for the debut of History on Tap, an event series by the Historic Athens Welcome Center that highlights the stories of Black Athenians from the pre-Civil War era. The series brings local history to new audiences through engaging community events, and my work focused on crafting visuals that effectively communicated the event’s purpose while attracting and resonating with diverse local audiences.
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The Historic Athens Welcome Center was launching History on Tap, an event series focused on uncovering and sharing the stories of Black Athenians from the pre-Civil War era. They needed promotional assets that would clearly communicate the nature of the event and engage local Athenians. It was important to represent the serious historical themes while clarifying that the events were 21+. The goal being to create visuals that would resonate with both local Athens residents and University of Georgia students and alumni.
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To ensure the design met both audience and client needs, I:
Reviewed the goals and tone provided by the Historic Athens Welcome Center to understand the gravity and intent of the event series.
Identified the primary audiences, local Athenians and UGA students/alumni and considered how they engage with cultural event promotions.
Clarified promotional requirements, including the need to communicate that the event was for adults (21+), without detracting from the historical focus.
Analyzed contextual visual styles (local cultural branding) to inform a respectful yet effective visual approach.
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I developed a minimalist digital marketing approach that balanced respect for the event’s serious themes with clear and engaging promotional visuals. To communicate that History on Tap was a 21+ event without undermining its historical focus, I incorporated imagery of alcoholic beverages at the request of the client, which also served as a visual cue for audience expectations. Designs were tailored to engage both local Athenians and UGA students/alumni by creating platform-specific assets suited to where those audiences are most active.
Our digital marketing approach embraced minimalism to keep focus on the event’s serious themes. At the request of the Historic Athens Welcome Center, we incorporated imagery of alcoholic beverages to clearly indicate the event was 21+. Designs were tailored to engage local Athenians and UGA students and alumni through targeted, platform-specific visuals.
