As Creative Director for the 152nd Kentucky Derby hospitality experience portfolio, I led the creative execution and visual direction for a collection of premium events and guest experiences surrounding one of the most iconic weekends in sports and entertainment. The project included creative oversight for multiple high-profile Derby Experiences activations, including the Derby Experiences hospitality properties:
Affirmed Lounge
Aristides Lounge
Track Experiences
Taste of Derby
Fillies and Lilies Party
Aristides Lounge
Track Experiences
Taste of Derby
Fillies and Lilies Party
My role combined creative leadership, brand stewardship, and large-scale event execution. I managed a team of three designers and directed the development of a wide range of visual assets spanning:
On-site environmental graphics and signage
Social media campaigns and promotional content
Email marketing creative
Event branding systems and visual consistency across multiple guest touchpoints
Social media campaigns and promotional content
Email marketing creative
Event branding systems and visual consistency across multiple guest touchpoints
The goal was to create a cohesive premium experience that balanced the heritage and prestige of the Kentucky Derby with a modern, elevated hospitality aesthetic. Every touchpoint was designed to enhance the guest experience while maintaining consistency across multiple venues, audiences, and event formats throughout Derby week.
This project required fast-paced collaboration, high-volume asset production, and meticulous attention to detail under tight event timelines — delivering polished, high-impact creative for one of the most recognized sporting events in the world.
