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2022
Each year, Western Asset hosted a large New Year’s Day event along the Rose Parade route in Pasadena, offering clients a prime view from our office balconies and a chance to connect in person with their Client Service Executives. The event also provided access to the Rose Bowl game, making it a memorable kickoff to the year.
Traditionally, all event collateral relied on official artist renderings of that year’s sponsored float, leading to heavy redesign needs, short timelines, and increased production costs. I proposed the creation of an evergreen identity that for the event—one that could flex year to year without needing to be rebuilt from scratch.