This Is It! is Milwaukee’s historic LGBTQ+ bar, established in 1936 and co-owned by RuPaul’s Drag Race star and entrepreneur Trixie Mattel. Known for its vibrant drag performances and longstanding role in the LGBTQ+ community, the venue celebrates local talent, welcomes nationally recognized performers, and provides an inclusive space for patrons and allies alike.
WHY?
With a dynamic calendar of drag shows, guest appearances, and special events, This Is It! needed a designer capable of producing engaging digital advertisements on tight turnaround schedules. The goal was to promote upcoming performances while maintaining a cohesive visual identity across social media platforms.
I developed a consistent brand guide to strengthen visual continuity across promotional materials, extending the system beyond event advertising to include specials menus and promotional assets for both digital and print applications. This approach helped establish a more unified brand presence while accommodating the venue’s fast-paced promotional needs.
IDEA
I developed a flexible advertising system tailored to the venue’s social media channels and promotional requirements. Event graphics were designed in both horizontal formats for Facebook Events and square formats for Instagram, ensuring each advertisement was optimized for its intended placement. The same approach was applied to meet-and-greet promotions, with Instagram Stories created for special announcements and high-profile appearances, including events featuring Trixie Mattel.
Creative direction varied according to each event’s needs. Some advertisements were developed around the vision of individual show hosts, while others allowed for greater creative freedom and original art direction. Throughout these variations, I incorporated elements of the venue’s visual identity to maintain brand recognition without limiting the creative expression of each performance.
In contrast, specials menus and promotional graphics followed more structured brand guidelines, using established typography, layouts, and formatting to reinforce consistency across recurring communications. Together, these materials balanced the individuality of live entertainment with a recognizable and cohesive brand identity.
General Print & Digital Specials Menu
Spring Print & Digital Specials Menu
