soul on the sofa

an intimate live music experience

OVERVIEW

After an event space approached me about curating a live music event, I developed Soul on the Sofa from the ground up, overseeing every aspect of brand identity, marketing, talent booking, and execution to create a cohesive and immersive experience.

My role(s)

Curator/Producer

Graphic Designer

Creative Director

Booking Agent

2. objectives & challenges

objectives

Develop and establish a strong brand identity

Oversee creative direction for visual content

Increase visibility and awareness of the venue to the public

challenges

BUILDING A BRAND FROM SCRATCH

With no existing identity, every element of the event’s branding and marketing had to be conceptualized, designed, and executed from the ground up

LIMITED TIME

The series occurred weekly, leaving limited time for marketing and promotional execution

LIMITED RESOURCES

As a new venue, budget constraints required strategic planning to maintain a high level of professionalism within available resources

3. strategy & approach

Established a warm, inviting aesthetic with bold hues creating a retro-modern feel.

Designed a flexible branding system, allowing graphics to be easily updated for each week’s event.
Hired and directed professional photographers and videographers to capture high-quality content for promotional and archival purposes.
Curated the event as an intimate performance to align with budget.
Integrated branding into the venue setup and stage design, reinforcing the immersive experience.

4. brand identity & creative direction

mood board

A bold and retro-inspired serif paired with an elegant, modern font and vinyl record inspired elements for a distinctive identity.
A rich blend of deep, moody tones with warm and vibrant hues blending retro warmth with modern sophistication.
A fusion of vintage and contemporary design elements to create a dynamic aesthetic.

logo

color palette

5. Marketing & Promotion

I developed a content strategy that showcased the event’s aesthetic and experience, including:

Promotional Graphics: Designed custom flyers, motion graphics and social media content to maintain brand consistency.
Artist Spotlights: Highlighted featured performers with engaging visual storytelling.
Teasers & Behind-the-Scenes Content: Built excitement by sharing venue setup clips and artist performance videos
Photography & Videography: Hired and provided creative direction for professional content, ensuring high-quality photo and video recaps for future promotion.

6. Execution & Results

Key Outcomes

Branding & Visual Identity Contributed to Growth: A well-designed and cohesive brand identity helped build recognition, leading to consistent growth in attendance and stronger audience engagement each week.
Successfully Designed & Marketed a Multi-Week Event Series: Developed a scalable design and content strategy, ensuring brand consistency across all digital and print materials, social media, and event visuals.
Positive Audience & Artist Feedback Validated Design Effectiveness: The event’s strong aesthetic, branding, and promotional materials played a key role in shaping audience perception and reinforcing demand for high-quality, immersive experiences.

Behind the scenes

Week 2

week 4

Official Photo Recap

Testimonials

7. conclusion

Soul on the Sofa successfully blended branding, live event execution, and audience engagement to create an unforgettable four-week music series. By overseeing every aspect, from creative direction to marketing strategy, I led the execution of an immersive experience that resonated deeply with attendees while building momentum with each event.

This case study highlights my ability to:

Develop a strong, cohesive brand identity from scratch.
Hire and direct creative talent, including performers & media professionals.
Curate and scale an independent live music event.
Oversee and execute a full creative strategy, from design to marketing.

Photography by Rod King and Cayce Wells