WCKD Village – Bus Billboard Posters

WCKD Village was a large-scale Halloween event in San Diego’s Gaslamp Quarter, transforming downtown streets into a massive Halloween celebration with DJs, live entertainment, elaborate costumes, and a major costume contest. Formerly known as Monster Mash, the event was produced by McFarlane Event Productions.

I was brought on in 2018 to develop the visual identity and creative direction for the event, creating an entirely new look and theme that could be carried across advertising, promotional materials, and the physical event environment.

For the 2018 event, I developed a dark and twisted interpretation of Willy Wonka’s chocolate factory, turning the familiar candy-world concept into something much more sinister and Halloween-focused. For 2019, I created a completely new visual direction inspired by tarot cards, black magic, and occult imagery, giving the event a different identity while maintaining the WCKD Village brand.

As the lead designer for the event artwork, I created everything from event logos, promotional posters, digital advertising, and tickets to MTS bus stop advertising, full bus wraps, billboards, and event signage throughout the venue. The work required the visual system to work across everything from small digital ads to large-scale environmental applications throughout downtown San Diego.

The project gave me the opportunity to combine branding, illustration, advertising, art direction, and large-format design to create an immersive visual identity for a live event.