Welcome to Rockville

Location: Daytona International Speedway — Daytona Beach, Florida As the Creative Director for Welcome to Rockville, I lead the complete visual and experiential branding for Florida's massive rock festival. I personally design and oversee the core brand identity, including the festival logo, color palettes, and the digital ecosystem across social media and web platforms before handing off to developers. On the ground, I translate this high-energy aesthetic into exclusive merchandise collections, towering stage scrims, custom tent designs, and immersive art installations. My role extends beyond the core festival footprint, as I frequently collaborate with brand partners on their booth designs and direct the on-site media teams through targeted moodboards to capture the blistering heat and heavy energy of the event.