In January 2024, DJ Chava tapped me to brand Fresa, a party reclaiming the Mexican slang for women seen as “boujiee” or “snobby” in order to create a genre-inclusive, creator-forward space. I began with subtle strawberry animations, evolving them each month until we landed on the sparkling strawberry ring—the perfect balance of feminine elegance and metallic strength. Paired with bold, playful script and inspired by a single song per month, the design system captured the party’s inclusive, dynamic energy.
I created the tagline “For the Tastemakers.” to celebrate those who set trends, embrace style, and move confidently through culture, while leaving space for everyone to find their place on the floor.
The success of Fresa led me to design LED signs, flyers for her popular party Agua with DJ Iggy, and her EPK—extending a cohesive, vibrant identity as the party traveled Chicago, LA, Dallas, and beyond.