Eventbrite Poster
Marquees Poster
Merchandise
Social Media Ads
The branding for Family Discount , an hour long comedy special shot live in Austin, TX, drew from a vibrant multicultural foundation.
Performer Ivy Le—a first-generation Vietnamese American raised in the working-class neighborhoods of Dallas, TX—wanted a poster that embodied the many layers of her identity.
CHALLANGE
DELIVERABLES
INFLUENCES
Our initial concept embraced a bold, maximalist aesthetic, centering on the host’s elaborate nails as both a cultural emblem and a canvas for artistic variation.
The challenge was finding the right balance—deciding which cultural elements would command attention and which would serve as subtle supporting details, weaving them into a cohesive visual story.
When the photography came back, this approach wasn’t feasible, so I shifted to an ornate, royal Vietnamese-inspired theme.
However, client feedback noted it felt “too bold and regal,” lacking the playful, feminine luxury they envisioned.
1st Draft
Reassessing, I leaned into the Family Discount name itself and drew inspiration from Veladoras—Mexican ritual candles often found in discount stores.
This connected directly to the experience of first-generation immigrants, making the theme feel authentic and memorable.
Official Marquee Poster
Official Eventbrite Poster
2nd Draft
MERCHANDISE
SOCIAL ADS
We extended this visual identity into the live show by creating custom candles and stickers for sale, then carried the aesthetic over to social media through Instagram posts and stories to unify the brand across touchpoints.
Ivy Le's Family Discount sold out for both shows.
Ivy Le's subscriber account for her personal page
increased by 500+ followers in the month leading up to the show
All 20 Valedora candles that were self-made sold out
at $20 a candle
RESULTS