A Press-Ready Identity for SOBEWFF®’s Marquee Event

Client

Food Network's South Beach Wine and Food Festival

Year

Jan - Feb 2024

A refreshed branding system for SOBEWFF®’s Burger Bash competition, designed to elevate sponsor visibility and enhance the judge experience in a highly photographed, press-driven environment.

Overview

The Burger Bash, a centerpiece of the Food Network South Beach Wine & Food Festival, is a high-profile culinary competition judged by celebrities and hosted by Rachael Ray. While the event attracts extensive media coverage and offers major brand exposure for sponsors, it lacked a cohesive visual system for judge-facing materials — especially those likely to appear in press photos. The challenge was to create a visually consistent, sponsor-forward branding system that upheld the energy of the event while delivering a polished, media-ready presentation.

Client

Food Network's South Beach Wine and Food Festival

Industry

Beverage

Service

Graphic design

Stakeholder workshop

Product development

Content

Tools

6 Weeks

The Challenge

I was responsible for redesigning the Burger Bash competition branding with a focus on judge binders and supporting materials. The design needed to be print-friendly, readable, and easily replicable, while aligning with the spirit of the event and meeting the visibility needs of sponsors.

The Solution

The final design system introduced playful, burger-inspired visual elements paired with clean, legible layouts. Sponsor placement was seamlessly integrated into the aesthetic, and the materials were optimized for photography and on-site use. The updated assets contributed to a more professional and cohesive experience across touchpoints — from judge tables to press coverage.