When you’re designing for a brand like Elvis, the work is about recognition.

The audience already knows what it should feel like. They carry a deep, emotional connection to the material, shaped by decades of music, imagery, and cultural memory.

Without a formal system to guide decisions, the challenge became one of judgment, understanding when to reference, when to simplify, and when to step back entirely.

Each year required a new expression of something already deeply familiar.

I started by building context.

• What performances were being highlighted?

• What moments were being honored?

• Was the tone reflective, celebratory, or high-energy?

Those answers became the foundation for the work.

Each identity needed to function across a wide range of formats, from small scale merchandise to large format environmental graphics, requiring a balance of clarity, flexibility, and visual impact.

Concept Development
Developed each year’s Elvis Week logo, establishing the visual direction and ensuring it aligned with both the legacy of the brand and the needs of the event.

Historical & Cultural Interpretation
Researched Elvis’s eras, performances, and milestones to ground each concept in a relevant and authentic point of view.

Stakeholder Collaboration
Partnered directly with the Chief Marketing Officer at Elvis Presley Enterprises, Graceland to align on themes, priorities, and approvals, often helping shape direction through inquiry rather than predefined briefs.

Design Execution Across Applications
Developed concepts that translated across merchandise, promotional materials, and on-site experiences, ensuring clarity, consistency, and usability across formats.