Community Engagement | Brand Launch
Kentucky Dragon Boat Festival
Building a credible event brand and marketing operation from zero budget.
Context
No brand, no playbook, no budget.
In 2010, the Kentucky Dragon Boat Festival launched in partnership with Addia Wuchner, Kentucky State Representative, to raise awareness and funds for breast cancer programs across the Tri-State region. There was no brand, no playbook, and no dedicated budget. The challenge was to build a credible event identity and full marketing operation from the ground up with minimal resources.
Action
A community-first model, built on in-kind resources.
I designed the full visual identity for the festival and the Kentucky Dragon Boat brand, both still in use today, and built a community-first model on in-kind resources, authentic storytelling, and relationship-driven outreach. I produced all event collateral, posters, flyers, banners, signage, and participant materials, developed a tiered sponsorship program ($10K/$5K/$3,500), managed social media strategy and content, and shot original event photography for storytelling and promotion. St. Elizabeth donated all print and digital production, keeping costs lean while maintaining a consistent, professional presence.
Result
Still active, 15 years later.
The festival has run annually since 2010, recognized as “Best of Northern Kentucky,” with the brand identity remaining in active use 15+ years later.
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