esa Cocktails x denim on the diamond
ESA is an up-and-coming cocktail brand based in British Columbia, known for its bold tequila creations and laid-back party energy. Their brand lives at the intersection of cool, retro, and spunky, with a nostalgic flair that doesn’t take itself too seriously. I was approached by Together Events Inc. to design a series of print pieces for ESA’s brand activation at Denim on the Diamond 2025, a popular country music festival that attracts thousands of attendees every September.
For this project, I was tasked with creating a Palm Springs–inspired retro motel sign that would act as a statement piece and guide festival-goers into the ESA activation area. In addition, I designed a collection of smaller “Members Only” signage that carried the same throwback aesthetic and playful tone. The oversized hero sign welcomed guests at the front entrance, setting the vibe for the weekend—vibrant cocktails, sunny energy, and unforgettable good times.
The Work
This is the final printed version of the retro motel-inspired sign that I designed for ESA Cocktails’ brand activation. Built as a large-scale entrance piece, it served as both a directional marker and a visual anchor for the event experience. Inspired by classic mid-century Palm Springs signage, the layered arrow shapes, playful typography, and bold color palette were designed to reflect ESA’s fun, sun-soaked brand personality. Seeing it installed on-site brought the concept to life, instantly catching attention and setting the tone for an energetic, summer-meets-vintage atmosphere.
This was one of several signs displayed throughout the pop-up activation, each featuring QR codes that encouraged guests to connect with the brand on social media and stay updated on future launches and events.
This rendering shows the full sign layout prior to printing. Each piece of the design was created as an individual component, meaning the final installation required assembling multiple sections to achieve the exact shapes, dimensions, and layered look the client envisioned. This preview ensured accuracy in scale, alignment, and overall visual impact before moving into production.
The Details
The Tools
- Adobe Illustrator
- Adobe Photoshop
- Print & Production Team (provided by the client)
The Timeline
This project moved at an accelerated pace with just under two weeks from initial brief to event day. With only 12 days to concept, design, revise, and prepare production files, followed by a strict two-day print window. There was no room for delay. Through clear communication, agile workflow, and proactive coordination with the print team, I was able to deliver polished, large-scale signage without compromising design quality or brand impact, despite the tight deadline.
The Client
I was approached by Together Event Inc., a BC-based event company specializing in luxury experiences and immersive activations, very much in the same vein as ESA
Learn more about ESA Cocktails at @esacocktails on Instagram