Launched in June 2023, 601 JXN Day Weekend is an annual citywide celebration created to uplift Jackson, Mississippi’s creative culture, small businesses, and community pride. As Director of Brands & Creative Engagement at Visit Jackson, I co-created the event concept and led the development of its full visual identity and brand experience.

I designed the complete brand package, including the event logo, merchandise, social assets, print collateral, signage, and environmental graphics. The branding captured the bold, grassroots spirit of Jackson and was applied across dozens of activations citywide.

Beyond design, I spearheaded planning and execution in partnership with local entrepreneurs, artists, vendors, and community leaders—developing programming that ranged from neighborhood block parties and wellness runs to pop-up markets and cultural showcases. I also led internal and external teams to align the event’s creative direction with strategic tourism and community engagement goals.

601 JXN Day Weekend has since become a signature celebration of Jackson’s identity, rooted in collaboration, pride, and creative expression.