Client
Food Network's South Beach Wine and Food Festival
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.
The Result
Reached over 60,000 attendees, and secured media coverage in World Red Eye and Miami New Times
