In order to attract our demographic we recognized the importance of establishing authenticity in the branding for the event. We wanted our guests to visually see, hear and smell our expression of honoring this highly respected tradition. The branding was inspired by the cempazuchitl (marigold) flower that is traditionally used to ornate cementeries in Mexico and Central America during the Día de Los Muertos holiday celebration. It is symbolically used to guide the beloved departed back to earth from the spirit world.
The website was designed as a landing page, using Facebook as the main driving source for ticket sales.
In our efforts to make this event a full encompassing experience, we sought to awaken all senses from our guest. We invited a mariachi group to perform at the beginning of the event which bought a sentimental value. I designed and constructed a grave that resembles the iconic tombstones that are typically found in Latin American cemeteries. All of the tables at the venue were covered with cempazuchitl (marigold) flowers which infused the space with a romantic aroma.