The Halloween Hustle is a 5K held in October at Jonathan Dickinson State Park. The goal was to brand the event and create memorable merchandise that would enhance the experience for participants. As the Creative Director, I developed the initial concept and worked closely with an illustrator and graphic designer to fill the vision. I also designed the promotional posters, cups, and booklets. One challenge was incorporating a sugar skull into the design, as it had been used before, but without significant meaning. Also, the apparel was not cohesive with the marketing collateral. To address this, I incorporated the event’s location and theme into the design and developed a consistent brand. The skull is decorated in tropical flora instead of traditional flourishes, all with a walkway wrapping around and leading up to the iconic park tower. I gathered feedback during the event, speaking with runners and watching social media. I was thrilled to find rave reviews about our merchandise and attendees planned to wear the shirts beyond the event. The results proved that the design was successful in enhancing the event experience and leaving an impression on attendees. To further promote our design services, I created the hashtag #JustHereForTheShirt for our social media posts. This tag tied directly to the importance of our company’s services and the value that UBU Brands brings to events through quality design.