River Mouth I wasn’t just an event; it was the establishment of a new cultural institution in Mississauga. Working alongside Testament from P.E.A.C.E., we identified a gap in the local arts landscape and built a platform to fill it.
As the operational and creative lead, my role encompassed the entire lifecycle of the festival. This began with the conceptual phase—naming the festival and defining its mission—and extended into full-stack execution. I developed the complete visual identity, ensuring the branding resonated with the hip-hop community while maintaining a professional polish suitable for municipal partnerships.
Beyond the pixels, I managed the on-the-ground production and administration, bridging the gap between creative vision and logistical reality. Following the event, I handled all post-production, editing the recap content to ensure the festival's narrative continued online, setting the stage for future years.
Key Deliverables:
Brand Identity: Logo design, typography systems, and color palette development.
Marketing Collateral: Digital flyers, social media skins, and print assets.
Motion & Video: Teaser trailers, motion graphics for stage screens, and full post-event recap editing.
Event Operations: Venue coordination, scheduling, and administrative plannin
The inaugural River Mouth established a distinct visual language—characterized by the surrealist "talking lips" motif, gold baroque frames, and hand-painted wave textures—that would become the festival's signature. By combining this raw, artistic aesthetic with a polished execution at The Rec Room, the event successfully bridged the gap between underground culture and mainstream venues. The turnout validated the concept, proving that Mississauga was hungry for authentic hip-hop programming and laying the groundwork for the expansion in River Mouth II.
