Case Study Brand | Social | Design | Web

I Put A Spell On you

Role

Director of Media & Graphic Design

NYC's biggest Halloween benefit, built by Jay Armstrong Johnson — a Broadway-scale party raising funds for the Ali Forney Center. I built the visual world it lives in: identity, website, and the year-round social presence that sells it out.

Brand Identity

Social Media & Graphic Design

Website Design & Development

Tools

Photoshop

Illustrator

After Effects

Premier Pro

Wix

Figma

Procreate

View Live Site

View Social

What started as an intimate cabaret is now an international phenomenon — Broadway talent, drag royalty, and hundreds of dancers and designers, all under one campy, glamorous, unapologetically queer roof. The work: give that scale a visual identity that reads as sharp as it performs, everywhere it shows up.

Branding

I Put A Spell On You had outgrown its early days as a cabaret night and needed an identity that matched its scale: Broadway talent, drag royalty, a packed venue, and a charitable mission. I built a visual language that holds both the glamour and the fun. The system had to work across a marquee-style website, a constant stream of cast announcements, promotional graphics, and analog assets so I designed it to be flexible and recognizable at a glance, whether on a phone screen or a printed poster.

Colors

Witch's Brew

Bewitched

White Witch

Poison Purple

Pink Potion

Logos & Icons

Typography

Social Media & Graphic Design

A Year-Round Heartbeat, not just an October Push

A one-night event can go quiet the moment it ends, so I treated social as a year-round channel. The strategy follows the event’s natural arc: Show, post-show recap and gratitude content, founder content, press, ramp up & mystery, casting and creative team announcements, presale and ticket alerts, countdown and show-week content, and back to the show itself. Each phase has its own content goals, but they all share a consistent look and feel.

Digital design and video (screens and taxi cabs)

I extended the brand into motion and out-of-home digital placements, designing [video spots and animated graphics] that ran on [screens, including taxi cab displays across NYC]. The challenge was making something that works when the viewer is moving, distracted, and only looking for a few seconds. I kept the messaging tight and the visuals bold: [one clear event hook, high-contrast type, and recognizable brand elements] so the show’s name and date registered quickly. The same assets were adapted into [social cuts and reel content], giving each production a second life online.

Analog & Print Assets

The brand needed to show up in the real world as well as the feed. I designed print posters (keyart) for placement, in venues, storefronts, street-level promotion, custom coasters that put the identity directly into bar and restaurant hands, Recruiting materials were also designed for sponsor presentations. Each piece used the same palette, type, and motifs as the digital work, so someone who spotted a poster on the street would recognize the brand later on Instagram. Because print can’t be edited after it ships, I built these around strong, simple layouts that work at a glance and hold up in the environments where people actually encounter them.