Project overview
Taste of Arlington was an annual food and drink festival held in the Ballston neighborhood of Arlington, Virginia. Established in 1987, the event transformed Wilson Boulevard into a lively street fair featuring over 60 local restaurants and food trucks, along with craft beer and wine vendors, live music, and family-friendly activities.
The festival attracted thousands of attendees each year, offering a variety of experiences such as a VIP Pavilion with early access and exclusive tastings, a KidZone with games, and a BarkPark for dog owners. Proceeds from the event supported local charities, including the Arlington Food Assistance Center and the Animal Welfare League of Arlington.
Involvement
- Brand Strategy
- Branding & Design System
The Brief
Taste of Arlington was a vibrant annual street festival designed to showcase Arlington’s diverse culinary scene and foster community connection through food, music, and local culture. The event brought together over 60 restaurants, breweries, and vendors, transforming Ballston into an immersive tasting experience with family-friendly activities and entertainment. Its goal was to celebrate local flavor, support area businesses, and give back to the community through charitable partnerships.
My Approach
The design approach for Taste of Arlington embraces a youthful, human-centered aesthetic by integrating vibrant, candid photography that captures real moments of joy, connection, and flavor. The brand’s signature orange color is used boldly across digital and print materials to evoke warmth, excitement, and energy, anchoring the visual identity in a feeling of community vibrancy. A handwritten-style logo reinforces the event’s approachable, grassroots character—communicating authenticity, creativity, and a personal touch that reflects the human experience at the heart of the festival.
The Results
The refreshed branding energized audience engagement, drawing record attendance and a surge in social media sharing from attendees who connected with the festival’s vibrant, people-first visuals. Local businesses reported increased visibility and sales, while the festival successfully expanded its reach to younger, more diverse audiences.
