THE COOKUP,

EVENT BRANDING & MARKETING  

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

CASE STUDY: OVERVIEW

The Cookup is a Cape Town-based event collective I co-founded in 2021. We focus on creating vibrant, music-driven events that blend culture, community, and authenticity. Our aim? To build an unforgettable experience where the main focus is to create a space for people laugh and let loose. through quality music, carefully curated spaces and quirky storytelling.

THE STRATEGY

What i learned

Don’t be fooled by the fun

My Role: As Co Founder, the lead designer and co marketing strategist, I’m responsible for building our visual identity, managing our social media, creating print and digital graphics, and developing marketing campaigns for each event. I also help define the brand tone and direct content across platforms along side my partner.

  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.

THE OUTCOME

  1. 50 to 600 attendees within 3 events

  2. Selling 50 tickets over 2 weeks to 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 recognizable in the Cape Town event scene.

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

I learned the power of staying authentic while scaling a brand. People connect to story and identity—especially when it’s visually consistent and culturally rooted. This case taught me how to combine creativity with strategy to grow a brand from the ground up. As well as the importance of teamwork. I am very grateful for everyone involved and excited to see where this takes us.

Nothing was done alone when it comes to The Cookup, the most special thing about the brand is the team behind it. A lot of time, energy & heart goes into it. Friendship is our core strength. Our events were built & decorated with friends, Our fan base too was built off friendship and it’s how our strong community grew & remained.

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 DJ’s became iconic, as the artist we booked knew exactly what they were getting into and embraced it so well.