We were asked to gather research on a large festival, and from those findings, reconstruct the entire brand of that festival. I chose Taste of Chicago, an annual food and entertainment festival held in Grant Park, Chicago.

My branding of Taste of Chicago changed the narrative from simply the food of Chicago to the people of Chicago, placing importance on their history and the stories they tell through their culinary dishes. Taste of Chicago is about enjoying their stories, one dish at a time.