THE COOKUP

THE FOUNDERS: EMILY CROWE | GREG KUSEL | LIAM SIMSON | LEXA GORLEI

INSTAGRAM
INSTAGRAM

THE CONCEPT

The Cookup is a Cape Town-based events collective I co-founded in 2021. Built around music, culture, and community. Our mission was simple: create a space where people could laugh, let loose, and feel like they belonged. Every event was carefully curated, from the artists to the atmosphere to the storytelling around it.

Don’t be fooled by the fun

As Co-Founder, Lead Designer, and Co-Marketing Strategist, I built The Cookups’ entire visual identity from scratch. Developing the brand language, managing social media, creating print and digital graphics, and directing content across platforms. Every campaign, every poster, every post was designed to feel like us: a little chaotic, a little quirky & completely intentional.

THE CHALLENGE

Our challenge was to grow awareness beyond our inner circle and position The Cookup as a staple in Cape Town’s music scene; without losing the quirky, underground, intimate essence that made it special. Also, the Chief DJs became iconic; the artists we booked became central to the brand identity; they understood the assignment and made it their own.

THE STRATEGY

  1. Developed a consistent visual identity using playful illustrations, bold fonts, and custom patterns.

  2. Created content calendars for Instagram to keep our presence fresh and engaging.

  3. Introduced a campaign where we spotlight regulars and performers to build community.

  4. Collaborated with local artists & businesses for co-branded event posters to reach new audiences.

  5. Thoughtfully designed fun, print flyers to keep our on-the-ground identity alive.

  1. 50 to 600 attendees within 3 events

  2. Selling 50 tickets over 2 weeks, then selling 250 in 2 days

  3. We grew our Instagram following by 300% in 12 months through organic content and collaborations.

  4. Hosted 8+ events with only 2 falling short in terms of revenue, increasing attendance, and brand recognition.

  5. Built a distinct visual brand that’s now instantly recognisable in the Cape Town event scene.

  6. Created loyal brand fans who now associate The Cookup with good music, good people, and good energy.

THE OUTCOME

The Cookup taught me that brand loyalty is built through consistency and community, not budget. Staying visually coherent and culturally authentic while scaling from 50 to 600 people proved that a strong creative strategy is the most powerful growth tool you have.

What i learned