Viva RVA! is a music and food festival developed to address a gap in engagement between Diversity Richmond and the region’s Latino and Hispanic communities. In partnership with Diversity Richmond, I led the event concept, commissioned a large-scale mural by artist Marshall Higgins, curated live music, coordinated food vendors, and collaborated with local organizations to authentically connect with Latino and Hispanic audiences across the region.
I set out to create a signature piece representing Viva RVA!: a one-of-a-kind garment incorporating repurposed materials sourced from Diversity Richmond’s Thrift Store, the flags of all Latin American countries, and the colors of Pride. To bring this vision to life, I commissioned Virginia Commonwealth University fashion design students Levi Haskins and Joe Heffern, who designed a striking dress that has served as the event’s centerpiece each year and was featured in The Story of Virginia, an exhibition curated by the Virginia Museum of History & Culture.
I led the design of the event’s brand identity, including printed materials (posters, flyers, signage and promotional items), out-of-home placements, and social media assets. The visibility and success of Viva RVA! resulted in a feature in the History section of The Official 2021 Visitors Guide: Richmond Region. This complimentary publication has a circulation of 125,000 copies and is also available online.
