Journey to the East

Brand & Event Ecosystem for East Asian Cultural Education in the U.S.

Role: Creative Director & Marketing Lead (Freelance)
Timeline: December 2023 – 
Client: Journey to the East
Scope: 100% solo – brand strategy, identity design, event production, digital content, ad campaign management, and audience growth

The Opportunity

Journey to the East aimed to bring immersive East Asian cultural education—like Japanese street food workshops, traditional art classes, and language experiences – to U.S. audiences. But with no existing brand, visual identity, or marketing engine, they needed a complete creative foundation to attract curious learners and scale live events nationwide.

My Approach

• Brand Strategy & Identity: Built a cohesive brand inspired by East Asian aesthetics—clean, respectful, and vibrant, with a master logo and custom sub-logos for each class and event series.
• Event Production & Design: Conceptualized and executed experiential events, including a flagship gathering that drew 5,000+ attendees, complete with run-of-show guides, signage, and on-site collateral.
• Digital & Social Content: Created all promotional assets—flyers, social posts, email graphics, and digital ads, using Adobe Creative Suite and Canva to maintain visual consistency and cultural authenticity.
• Paid Advertising: Designed, launched, and optimized targeted campaigns across Google Ads and Meta Ads, driving registrations for classes and event ticket sales with high-converting creative and audience segmentation.

Tools: Adobe Creative Suite (Photoshop, Illustrator, InDesign), Canva, Meta Ads Manager, Google Ads, Eventbrite (or equivalent ticketing platform)

The Result

✅ Fully realized brand that bridges East Asian culture and American curiosity
📊 High-performing ad campaigns consistently filling classes and events
🎪 Flagship event that Partnered with the City of Mission, Texas  with 5,000+ attendees, validating audience demand and brand appeal
🤝 Client empowered with scalable systems for ongoing educational programming