Janet Daghri | Creative Director & UX/UI Designer - McIntyre's USA St. Patrick's 3-Day Event Campaign

McIntyre’s USA St. Patrick’s Day festival is the company’s largest annual activation. For the 2026 3-day event, the campaign expanded simultaneously across all four major Texas locations. My task was to spearhead the event's creative direction from concept through rollout, creating the core visual identity and executing a cohesive multichannel campaign.

Role: Creative Director & Brand Manager

Timeline: 6 weeks

Deliverables:
Visual theme, event logo, social assets, outdoor signage, print collateral, and specialty menus.

The Solution

Building an agile design system allowed for direct coordination with leadership, the VP of Marketing, location managers, and operations to ensure seamless execution across all venues.

Designed Core Assets:
Developed the central visual theme, custom event logo, and flexible templates for social media and specialty drink menus.

Streamlined Production:
Sourced and managed a new print vendor to meet strict budget targets and ensure on-time delivery.

Managed Installation:
Partnered with store managers to coordinate large-scale outdoor signage placement across all Texas locations.

Monitored Engagement:
Tracked real-time social performance data throughout the promotional window to optimize audience reach.

Tools Used:
Adobe Illustrator, Photoshop, InDesign, Express, Premiere Pro, and VideoLeap

The Impact & Takeaways

While severe, unseasonal weather ultimately impacted attendance during the holiday weekend, the launch campaign successfully generated massive digital traction and met all operational milestones.

Surge in Organic Visibility:
Achieved a 72.8% lift in organic Facebook views and a 62.1% increase in organic Instagram views during the core promotional window, validating the strength of the new visual identity.

High-Yield Pre-Event Momentum:
Generated over 78,000 total digital views across channels between March 1 and March 15, with peak audience engagement concentrated immediately following the campaign rollout.

Video Content Strategy Performance:
Leveraged Adobe Premiere Pro and VideoLeap to deliver high-performing Reels, which emerged as the top content format, driving over 31,000 views on Facebook.

Operational Excellence:
Delivered 100% of physical and digital assets on time and under budget across all four markets.

Key Learning:
Building an adaptable, modular design system allowed individual store managers to quickly adjust their localized promotions when severe weather forced schedule shifts.

McIntyre's USA St. Paddy's Day Festival Logo Design

Vinyl 3x6' Banner — Three Banners Per Location

Entrance Signage

Event Specialty Drink 10 x 4' Menu Signage

Event Specialty Drink Digital POS Menu

Event Specialty Drink 4x6" Print Menu — Front

Event Specialty Drink 4x6" Print Menu — Back

Event Staff T-Shirt Design

Event Staff Crop Top Design

Event UpShow TV Promotional Video Slide

Event 24x36" A-Frame Print Poster

Social: Save The Date Reel — Houston Heights

Social: Save The Date Reel — San Antonio

Social: Reel For The Weekend Festival Promotion

Social: Reel For Festival Weekend Daily Promotion

Social: Video Post For Festival Weekend Daily Promotion

Facebook Meta Business Suite overview highlighting a 72.8% surge in organic traction and over 31,000 views driven by the rollout of custom video Reels.

Instagram professional dashboard showcasing a 62.1% lift in organic views, proving the high engagement rate of the event’s new visual identity prior to the holiday weekend.

Thank you for viewing!
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