Concept & Inspiration

Created at the Milwaukee Institute of Art and Design, this poster was designed for the 10th annual Fromm Petfest held at Henry Maier Festival Park in Milwaukee. The concept draws on the festival’s celebration of pets and community, featuring a playful grid of stylized dog and cat faces. The repetition and variety of expressions reflect the diversity of pets while creating a bold, graphic composition that stands out in print and digital promotion.

Process

Research & Concept Development: Studied past Petfest branding and explored approaches that emphasized fun, inclusivity, and a family-friendly tone.

Illustration: Developed a hand-drawn, textured illustration style to balance approachability with visual impact. The limited palette of blue, navy, and coral creates strong contrast while keeping the design cohesive.

Typography Integration: Positioned the event title and details centrally within the grid, ensuring legibility without disrupting the playful rhythm of the illustrations.

Final Design

The resulting poster balances whimsy and clarity, using expressive pet illustrations to instantly communicate the event’s theme. The design was submitted to the Petfest 2023 poster competition and received honorable mention, demonstrating strong visual patterns and creative execution, even though it was not selected as the final promotional piece.

Role: Designer & Illustrator — responsible for concept, illustration, layout, and final execution using Procreate and Adobe Illustrator.