Client Goals
Victor Ngo-Smith, an artist, advocate and savvy organizer, had a grand vision and a Neighborhood Activation Grant to jumpstart a festival series in northeast Denver. The only thing missing? A creative team to turn that vision into a reality.
Victor’s goal was clear: he needed a catchy brand, standout marketing materials and widespread digital listings to recruit vendors, build buzz and draw a crowd.
As the founder and executive director of arts and music education nonprofit New Cottage Arts, Victor was no stranger to crafting community. But launching a festival was a different beast entirely. That’s where YellowDog came in.
Victor found YellowDog through a referral, but it was the culture fit and aligned values that made him choose to work with us. The fact that we were practically neighbors (our office park is right in the heart of Clayton) was a bonus. The events would even take place in our own backyard at York Street Yards.
With a tight four-month timeline, we put our noses to the grindstone, crafting a new name, event brand identity and marketing plan to make this summer series a smash.
Our Process
First, we needed the perfect name to capture the festival spirit and bring people together—something unique, easy to find and bilingual-friendly. Once we settled on Clayton Community Days, our design team got to work creating an event logo and brand identity that would turn heads. We penned the promotional copy and designed and printed marketing materials including postcards, flyers, social graphics, yard signs, banners and t-shirts.
While Victor hit the ground running to invite vendors and guests, we dove into digital marketing. We used every tool in our toolbelt to spread the word about Clayton Community Days, ensuring it appeared on every “things to do in Denver” list, from Eventbrite to the Denver Post and everywhere in between.
Outcomes
With YellowDog’s creative and technical support, Clayton Community Days had a stellar first season.Â
Victor appreciated our team’s dedication to understanding his vision and going the extra mile. Launching a festival—let alone a series—is no small feat. Thanks to years of experience designing and printing comprehensive collateral for nonprofits and events, YellowDog was able to provide Victor with invaluable advice and suggestions.
The end result? A well-attended festival that strengthened neighborhood bonds, boosted local businesses and spurred economic growth.
By the numbers:Â
- 2,289 total event attendees
- 105 businesses showcased
- 20-30% increase in sales per event for participating women- and minority-owned small businesses
- $185,750 financial benefit to participating businesses
Even better, Victor and his team now have everything they need to roll right into an even bigger 2025 season. We’re so excited to see this series grow, fostering creativity and community through art and music for years to come. Â
by YellowDog.
