My time designing at Washington Prime Group was very much like designing for an agency. At the time, the company owned around 100 malls and retail centers across the US — from New York to Hawaii — and the design team was tasked with serving the creative needs of each property. Many times, that came in the form of concepting the look and executing both print and digital collateral for events the shopping centers would host, like concert series or Brunch, Bourbon and Beer Fests. The Crawfish Festival was for Longview Mall in Longview, Texas, and it was an inaugural event for the property. The design was inspired by some screen prints I had seen recently. I had sourced the claw from a stock art site and kept it simple — minimal design, minimal color and a little movement in the text.

WHAT I DID

I concepted and designed print collateral for the event as well as prepped files for the printer.

THE PROCESS

I received a creative brief from the property’s Marketing Director.