CREATIVEDIRECTION[AND]BRANDS

CREATIVE DIRECTON
SELECTED WORK

A client-first brand defined by modern elegance, warmth, professionalism, hospitality, and personalization.

DOWNEY STREET
EVENTS

Downey Events brand identity in peach and orangeDowney Street Events brand identity in ivory and pink

In addition to leading the design for 300+ events and developing the start to finish design process for company wide event design, Lauren also directed every creative aspect of the company’s brand and identity. From website designs to social content, from studio design to media strategy, her vision led every font, color palate, logo, layout, presentation, and word of copy for over 12 years.

Creative Direction

  • Visionary Ideation
  • Brand Identity
  • Brand Guidelines
  • Art Direction
  • Creative Strategy
  • Studio Interior Design
  • Website Design
  • Copywriting
  • Social Strategy
  • Media Submissions
  • Photoshoots
  • Storytelling
  • Promotional Materials

cd Continued

  • Printed Collateral
  • Social Content
  • Digial
  • Video
  • Client Presentations
  • Portfolio Development

Roles

  • Founder
  • Creative Director
  • Event Designer
  • Principal Planner
Downey Street Events brand guidelines: wordmark, GT Sectra and Brandon Grotesque typography, and color palette
Downey Street Events landing page design

Website Redesign

The first DSE website was designed by Lauren and coded by her co-founder, Emily. The business grew faaster than either could imagine, and they always realized the value of their online presence matching their growth. Lauren designed the second redesign of the website, and years later the third which is what is pictured here. Thee defining tenants were clean lines, personalization, quiet elegance, and a laid back California-style luxury.

THE DESIGN
LEAGUE

Design League was the culmination of our 12 years of event experience. Combined with emerging AI technology we built an online platform that made designing and planning any event effortless.

CREATIVE DIRECTON
SELECTED WORK

As co-founder and CEO of Design League, Lauren wore virtually every hat. Most notably she conceived of and designed the product from day one, and continued to ideate new features as AI technology rapidly developed. She simultaneously directed all branding, social media, and marketing initiatives, including a wildly successful pop up resulting in hundreds of vendors onboarding in a matter of weeks.

Creative Direction

  • Visionary Ideation
  • Brand Identity
  • Brand Guidelines
  • Art Direction
  • Creative Strategy
  • Website Design
  • Copywriting
  • Social Strategy
  • Photoshoots
  • Storytelling
  • Promotional Materials
  • Wireframes
  • Storyboards

CD Continued

  • Printed Collateral
  • Social Content
  • Digial
  • Video
  • Investor Presentations
  • Pop up design and production

Roles

  • Founder
  • CEO
  • Creative Director
  • Product Manager

Social Strategy

Our social strategy for Design League was threefold: gain the trust of the highest quality vendors in the event industry and onboard them to the supply side of our marketplace, build one of the most inspirational galleries of event related content to attract users, and utilize social platforms to introduce and demo features of Design League’s platform. In short, trust, unparalleled inspiration, and a “show don’t tell” thirty second answer to the question “what is Design League”?

COLOR PALETTE

Brand

Lauren directed the brand design, working with a small independent designer. The brand intention was bold but refined, fun but professional, eye catching but neutral enough that it could enhance any user’s individual design. Pretty enough for weddings, strong enough for corporate events.

Website Design

The core design tenants of the website were to let the thousands of inspiration photos we currated and coded shine, and to provide an effortless and delightful userr experience.

Pitch Materials

Our pitch materials allowed us to illustrate our ideas quickly, across hundrreds of investor meeting. The goal was clarity and polish.