Revitalizing downtown Las Vegas with music, food, art, & learning

Life is Beautiful is an inspirational company dedicated to helping people conquer their fears and chase their dreams. Its signature project, Life is Beautiful Festival, was founded in 2012 and launched in October of the next year as a highly successful lifestyle event featuring marquee musicians, chefs, artists, and speakers. Held in the heart of Downtown Las Vegas, Life is Beautiful Festival attracted more than 70,000 patrons in its first year and is now branching out to an international online forum inspiring social change.

I was selected to become a member of the founding team after an extensive pitch process in 2012. I worked closely with the founder to turn his vision into reality. Drawing much inspiration from the host city, downtown Las Vegas, a gritty, raw, artistic logo, juxtaposed with shapes inspired by old town Vegas architecture emerged. Add some marquee lights and vibrant colors and you've got yourself a festival brand. I led a creative team to implement every branded and visual element for the event. From a custom CMS to manage website and app content to bathroom and exit signs, I oversaw it all.

Built with 🌴 in Venice, CA