Concept: How Eventbrite could tap into cultural insights
What I did
Role: Creative Director, Writer
Company: Eventbrite
year: 2025
Visual support: Bryan Juteau
Problem
The world has changed, and so has the way people gather. Digital connections have never been easier, and at the same time real-life experiences have never felt more distant. Organizers face new challenges in attracting attendees, while people crave meaningful connections but need a reason to show up.
But it turns out, the best way to build community is to participate in it—whether you’re an organizer bringing people together, or an attendee discovering something new.
As a two-sided marketplace, Eventbrite is uniquely positioned to bridge this gap, but it’s time to reintroduce what live events—and Eventbrite itself—can truly offer.
Solution
To spark this revival, Eventbrite needs bold, memorable campaigns that speak to both sides of its market. I developed two campaign concepts designed to reestablish Eventbrite’s role in bringing people together. Both tap into the joy and connection that live events create while reinforcing the platform’s benefits or features.
The first is called You’re Invited, which focuses on the two-sided market place as a teaser about the benefits of the platform (teach or learn, organizer or discover, etc.)
The second is called Return to Community and is a rally call to everyone that reminds us that the antidote to loneliness is community, which we can rebuild through in-person events. It ladders back to event groupings from the UI and top navigation.
I partnered with Bryan Juteau for the art direction, who enlivened my concepts from my creative brief. See his website here.
You’re invited
Brand campaign concept
Overview
Every day, thousands of people around the world use Eventbrite to produce or attend local events. As an inviting and user-friendly platform, it supports people in building events, reaching audiences, connecting with each other in person, and attending events of all kinds. Eventbrite invites everyone—no matter who or where they are—to organize or discover, teach or learn, inspire or enjoy, create or participate. This product-driven brand campaign highlights the organizer and attendee sides of the platform. Eventbrite invites you to create and participate in local events. You can organize or discover, celebrate or be inspired, teach or learn, facilitate connection and feel like you belong.
Problem
In-person events took a major hit after the pandemic, contributing to a widespread loneliness epidemic. But now it’s clear: real-life gatherings aren’t just entertainment; they’re essential. They help us rebuild social bonds, reconnect with our communities, and feel like part of something bigger. The antidote to loneliness is participation, and events are one of the best ways to spark that connection.
While we know this, many are still hesitant to get back out to events. We’re a little less outgoing than before, yet we’re nostalgic for “the old days” of effortlessly showing up. Most of us are waiting for an invitation to dive back in.
But this time we don’t want the same old thing. We’re ready for something fresh, more vibrant, and better than before. Enter Eventbrite!
Solution
You're Invited is a bold, dynamic brand campaign designed to reignite excitement around live events. It serves as both a nudge and a permission slip—reminding both organizers and attendees that the best way to build community is to participate in it. Whether it’s your first time hosting or your first time attending in years, Eventbrite makes it easy to create, discover, and show up for experiences that matter. Read the brief here.
This campaign can drive brand affinity, user acquisition, and retention by showcasing the power of Eventbrite’s two-sided marketplace. It positions the platform as the key to making event magic—whether you’re the one creating it or the one enjoying it.
The creative concept focused on strong, declarative language that highlights the benefits of the two-sided marketplace.
Billboards: Eye-catching copy that boldly communicates how Eventbrite empowers both organizers and attendees.
OOH Posters: Designed to be displayed in groups of three, pairing benefits for organizers and attendees with manifesto-style messaging: “You can do both on Eventbrite.”
Social ads: A GIF-based approach mimicking the poster concept, ensuring the full message unfolds dynamically for digital audiences.
I partnered with Bryan Juteau for the art direction, who enlivened my concepts from my creative brief. See his website here.
Return to community
Brand campaign concept
Problem
In-person events took a hit after the pandemic and helped cause a loneliness epidemic. It turns out they’re a crucial part of helping society re-orient itself, since it’s now a common understanding that the antidote to loneliness is community, and in-person events are one of the best ways to help forage connection.
While cities around the world are doing their best to get people back to the office and continue live as it was, things haven’t caught up for small businesses or events. Perhaps a rally cry could help motivate people to find the balance between work as (un)usual and the social fabric of in-person experiences that make the daily grind more tolerable.
Solution
I created a brand campaign that Eventbrite could leverage to harness brand affinity, user acquisition, and/or improve their returning user rate.
A spin on RTO (Return to Office), this campaign’s focus is born from the idea that people are frustrated both by having to return to the office and that they miss the pre-pandemic life full of events. It’s also built on the idea that the antidote to loneliness is connection, and that in-person events are one way to build community. Read the brief here.
For the art direction, we focused on highlighting the buckets of event types found on Eventbrite’s navigation and UI.
On the billboard, I focused on highlighting the types of events people can access through Eventbrite which were validated from the UI navigation.
The poster highlights manifesto copy sandwiched between simpler concepts encouraging the reader to re-enter in-person events.
The social concepts highlight two directions that could be A/B tested; one with a simple decree to get back to all sorts of events for a general audience, and one that focuses on specific event types that could be targeted to a particular audience. They could also include the manifesto for the social copy portion of each post.
I partnered with Bryan Juteau for the art direction, who enlivened my concepts from my creative brief. See his website here.
