Atlanta International Night Market: Case Study

Atlanta International Night Market: Case Study
The Atlanta International Night Market (AINM) is a 501(c)3 nonprofit that was founded to celebrate Atlanta's vibrant communities through, food, entertainment, and community engagement. The ultimate goal was to provide an event experience that fosters cultural exchange and connection. 
TL;DR
I led creative direction and marketing strategy for Atlanta’s largest multicultural food festival, creating 200+ multilingual assets based on audience research. My work translated complex stakeholder needs into culturally relevant, scalable campaigns.
Impact & Outcome
121K
Total Attendees
14% above target
$4.3M
Total Economic Impact
Ticket Sales & Vendor Revenue
61.2x
ROAs
Every dollar spent on ads generated $61.20 of revenue. 
Nominated for USA Today's 2025 - Best Nightmarket. 
Vendor Recruitment Video
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Situation
Atlanta is one of the most culturally diverse cities in the U.S., but at the time, it didn't have a large-scale event that really celebrated all of those communities together. The founders had a bold idea: create a multicultural night market that would bring people together through food, music, and culture.
Task
I was brought on to lead design and marketing strategy. My goal was to help us hit a 50,000 attendance target per night market, align the board, and reach multiple cultural communities through social media.
Action
I built audience personas based on interviews and local research to make sure our messaging was actually relevant across communities.
I mapped out the entire attendee journey, from first seeing a social post to showing up at the event.
I designed over 200 marketing assets — everything from digital ads to signage — in four languages.
And I created presentations for our board that connected the dots between our creative work and ticket sales, so everyone could see how it all worked together.
Tactics
Visual Asset Creation

Designed 200+ assets across social media, print, and signage.

Video Production

Created short-form promotional videos to attract vendors and attendees.

Social Campaigns

Executed paid and organic strategies to drive awareness and ticket sales.

Journey Mapping

Built cultural personas to optimize every touchpoint of attendee experience.

Stakeholder Engagement

Developed presentations to secure sponsors and align with board members.
My Role
Brand Identity Development 
Develop cohesive visual brand identity. 
Vendor Coordinator
Recruited and managed relationships with 200+ food vendors and artisans representing 50+ cultures.
Marketing Strategist
Identify key demographics and conduct audience research, create user personas. Execute data-informed marketing campaigns.
Visual Design
Social and print campaigns, short form videos, consistent branding.
Goals
Create a Unified Brand Identity
Develop the brand's aesthetic and visual anchor. 
Drive Large-Scale Attendance
Bring 50K guests to the inaugural ATL Night Market. 
Develop a Targeted Marketing Strategy
Engage communities through multilingual, accessible design. 
Demonstrate Business Value
Translate marketing efforts into a case for sponsorship and long-term viability
Creative Direction & Strategy
Persona-Based Plan
Defined 10 cultural audience segments and tailor engagement tactics accordingly
Multilingual Design
Created all marketing materials in four languages (English, Vietnamese, Spanish, Korean) to increase accessibility.
Executive Storytelling
Translated digital marketing performance into ROI-focused presentations for board of directors.
Community First Approach
Embedded cultural authenticity into every brand and campaign touchpoint. 
Visual Asset Gallery
Targeting Our Audience
Geographic
Atlanta Metro residents within a 25-mile radius, with particular focus on Decatur, Buckhead, and Midtown neighborhoods where cultural engagement is highest.
Demographic
Adults 18-65 from diverse backgrounds, particularly young professionals (25-40) and families with children who actively seek cultural education opportunities.
Interest-Based
Food enthusiasts and cultural explorers who regularly attend farmers markets, food festivals, and international restaurants, spending an average of $75+ on dining experiences.
Behavioral
Active social media users with 500+ followers who share experiences in real-time, participate in local event hashtags, and influence their networks' attendance decisions.
Event Images
Overcoming Design Challenges
Stakeholder Alignment
Worked with 16 cultural groups. Solved communication issues through online meetings. Balanced traditional and modern views.
Project Management
Created tracking tools that improved response times. Built a shared file system for teamwork between Atlanta staff and remote partners.
Branding Consistency
Created color-coded guides in multiple languages. Made simple one-page brand sheets for volunteers.
Results & Impact
121K+
 Total Attendees
Surpassed our 100K target for 2 events by 14%.
17K
Social Following
Facebook and Instagram both grew to 17K followers from 0.
4.5M
Impressions
Featured in 3 major Atlanta publications.
3 
New Projects Initiated  
The board initiated 3 follow up events based on the success and community feedback.
Key Takeaways
Inclusive Design Drives Engagement
Multilingual, research-driven design helped deeply connect with underrepresented audiences.
Visual Consistency Scales Impact
A clear, culturally respectful visual identity scaled across channels and communities.
Executive Communication is a design skill
Presenting strategy with clarity and confidence helped align powerful stakeholders.
User Empathy Builds Community Trust
Cultural personas and journey maps ensured authenticity and improved audience experience.