The World’s Worst Expo is a quirky, community-driven market in Sacramento that celebrates local fashion, small businesses, and the diverse creative culture of the city. At its core, it serves as a gathering place for individuals to showcase trends, exchange experiences, and foster meaningful connections. However, behind the vibrant surface lies a need for improved organization, branding, and vendor visibility—problems that hinder its ability to thrive as a seamless and impactful event.

• Establish a Bold Visual Identity: Create a memorable brand that enhances event recognition and promotes excitement.

• Improve Navigation and Wayfinding: Design an intuitive system that guides attendees seamlessly from parking to vendor spaces.

• Showcase and Uplift Vendors: Amplify vendors’ visibility through targeted marketing and interactive experiences.

• Enhance Communication: Use pre-event tools like websites, social media, and signage to set expectations and promote engagement.

• Foster Community Connection: Redesign the event to celebrate Sacramento’s diverse community of creatives and small businesses.

As the designer, I mapped the full user journey from initial awareness through event participation. I developed strategies and assets across multiple touchpoints, including social media, the website, vendor passes, email campaigns, signage, and merchandise. My focus was on enhancing clarity and flow for attendees. This was achieved through wayfinding systems, entry signage, and booth branding, while also creating marketing and promotional materials that amplify vendors’ voices and strengthen community pride.