by Malmberg | May 17, 2026
How to Define a Vibe: 7 Years of Concerts in the Park The Evolution of a Festival Brand Identity: 2018–2024 How do you keep a city’s biggest summer tradition feeling fresh for seven years? For five seasons of Sacramento’s Concerts in the Park, I wasn’t just...
by Malmberg | Mar 12, 2026
Coastal Country Jam The industry comes roaring back In winter 2019/20 I was working on art for several music festivals (nearly all festivals are planned several months in advance as they end up impacting many artists’ touring plans for the years they occur in....
by Malmberg | Feb 5, 2026
SDIC Veteran Services Campaign | Directing Authenticity AI and The Unfilmable Script 1. The AI Trap I returned from a three-day weekend to find an Account Executive buzzing about a “breakthrough” for our SDIC Veteran Services campaign: a script outline...
by Malmberg | Feb 3, 2026
SDIC: 10 Colleges. One Identity. Unifying 10 Colleges Under One Narrative: The "Community Crafted" Campaign. The Challenge: Regional Diplomacy The San Diego and Imperial County Regional College Consortium is a massive educational network of 10 distinct institutions....
by Malmberg | Jan 28, 2026
California State Fair 50th Anniversary Poster California State Fair Poster 2017: The Concept 2017 marked the California State Fair’s 50th year at Sacramento’s Cal Expo fairgrounds since moving there from inside the city proper in 1968. To mark the occasion, my...
