Poetry Postcard Fest
Client: Poetry Postcard Fest, a program of Cascadia Poetics LAB, Seattle, WA
Scope: Brand refresh, logo design, website redesign and ongoing development, annual event registration systems, fundraising, and communications support
Role: Brand development, UX design, front-end implementation, event registration systems, and ongoing site updates
Platform: WordPress
Timeline: June 2021 – Present (annual iterations and ongoing updates)
URL: cascadiapoetcslab.org/poetrypostcards
Context: Poetry Postcard Fest is an annual, internationally recognized 56-day self-guided poetry workshop focused on spontaneity, community connection, and daily creative practice. Originally launched under a different name, the program required a brand refresh and digital experience that reflected its evolved identity while remaining clearly connected to its parent organization, Cascadia Poetics LAB.
The Challenge: The existing site need to support a high-volume, time-bound annual event while also fostering year-round engagement. Key challenges included clarifying the festival’s purpose for new participants, streamlining registration, distinguishing each year’s event visually, and integrating communications and fundraising tools without overwhelming the experience.
The Solution: A cohesive brand and website redesign that balances clarity, warmth, and repeatability. The site was re-architected to guide visitors quickly toward registration during the festival window, while supporting ongoing storytelling, newsletter growth, and donation pathways outside the event cycle. The visual system aligns with Cascadia Poetics LAB’s identity while maintaining a distinct voice for Poetry Postcard Fest.
Key design decisions included
Distinct yet connected brand identity
A refreshed logo featuring a flying postcard and a refined color palette derived from the parent brand established continuity while giving the festival its own recognizable presence.
Annual registration system with visual differentiation
A reusable registration template was designed, paired with a newly illustrated, custom “postcard” graphic each year to distinguish each festival iteration.
Clear calls to action and event-first navigation
Homepage layouts and page hierarchy prioritize registration during active festival periods, while still surfacing workshops and related offerings.
Integrated communications and fundraising
Mailchimp newsletter subscriptions with RSS automation and Funraise integrations support both participant engagement and nonprofit fundraising.
Scalable, accessible templates
Responsive page templates ensure consistency across years while allowing content to be updated efficiently by a small team.
The Result: Poetry Postcard Fest now operates on a repeatable, scalable digital framework that supports hundreds of participants annually. The refreshed brand and streamlined registration experience reduce friction, improve clarity for first-time participants, and allow the festival to evolve year over year without requiring a full redesign.
What This Project Demonstrates
Designing event-driven websites with recurring annual cycles
Building sub-brands that align with a parent organization without losing individuality
Creating reusable systems that balance structure and creative variation
Supporting nonprofit engagement through integrated registration, communications, and fundraising tools
Long-term stewardship of a living program rather than one-off delivery
