Case Study
Gay Wine Weekends
Event Branding & Graphic Design
More Weekends. More Wine. More Reasons to Celebrate.
For years, Out in the Vineyard has brought LGBTQ+ travelers and wine enthusiasts together to experience the beauty, hospitality, and world-class wines of Sonoma County. Its signature Gay Wine Weekend became a beloved celebration of community, connection, and the inclusive spirit of California Wine Country.
But in 2021, the event needed to evolve.
As the hospitality and events industries emerged from pandemic-related restrictions, Out in the Vineyard reimagined its traditional Gay Wine Weekend format. Rather than bringing everyone together for one large celebration, the organization introduced Gay Wine Weekends, a series of smaller gatherings that gave guests more opportunities to reconnect and celebrate throughout the summer.
The expanded format needed a refreshed identity that captured the excitement of the occasion while maintaining a connection to the event people already knew and loved.
Ace Studios partnered with Out in the Vineyard to develop the branding for Gay Wine Weekends, creating a visual identity that celebrated the event's evolution and helped introduce a new chapter in one of Sonoma County's signature LGBTQ+ experiences.
The Challenge
When an established event changes its format, communicating that evolution without losing its existing identity can be a delicate balancing act.
Gay Wine Weekend had spent years establishing itself as a recognizable destination for LGBTQ+ travelers, wine lovers, and community supporters. The event's reputation was built around bringing people together through wine, food, entertainment, and shared experiences.
However, the circumstances surrounding the 2021 season required a different approach.
Instead of one large weekend, Out in the Vineyard introduced multiple smaller gatherings, offering guests opportunities to participate in celebrations throughout the summer.
The new format also came with a subtle but important name change: Gay Wine Weekend became Gay Wine Weekends.
The organization needed a visual identity that made this transition clear while preserving the familiarity and personality of the original event.
The challenge was to create branding that felt fresh and celebratory, complemented the sophistication of Sonoma Wine Country, and communicated the expanded event concept without appearing disconnected from its history.
Our Approach
Ace Studios approached the project with a focus on continuity, flexibility, and the celebratory personality that made Gay Wine Weekend special.
We recognized that the event already had an established audience and a recognizable place within Sonoma County's LGBTQ+ hospitality community. The goal wasn't to reinvent its identity completely, but to give the expanded experience a fresh visual presentation.
Our creative direction centered on the idea that the new format represented more opportunities for connection, discovery, and celebration.
With multiple gatherings taking place throughout the summer, the branding needed to feel cohesive while allowing the event to be presented across different dates and experiences.
We developed a visual direction that balanced the energy of an LGBTQ+ celebration with the character and sophistication of Wine Country.
The refreshed identity emphasized the new Gay Wine Weekends name, helping distinguish the expanded format from the traditional single-weekend event.
Throughout the project, we focused on creating a recognizable, adaptable design that could introduce the new event concept while maintaining its connection to the larger Out in the Vineyard experience.
What We Created
Ace Studios developed the 2021 Gay Wine Weekends branding through:
Event Branding and Visual Identity
We developed a refreshed visual identity for Gay Wine Weekends that reflected the expanded event format while maintaining a recognizable connection to Out in the Vineyard's signature celebration.
Event Logo Design
Our team created a logo treatment for Gay Wine Weekends, establishing a distinctive identity for the new multi-weekend concept and communicating the evolution from the traditional Gay Wine Weekend.
Creative Direction and Visual Presentation
We developed a creative direction that captured the event's celebratory personality while complementing the elevated wine and hospitality experiences associated with Sonoma County.
Flexible Event Identity
We designed the branding with versatility in mind, allowing the Gay Wine Weekends identity to support a series of gatherings rather than a single event date.
Graphic Design and Brand Consistency
Our team established a cohesive visual presentation for the campaign, helping Out in the Vineyard introduce the expanded event concept through recognizable creative assets.
The Result
Gay Wine Weekends debuted in 2021 with a refreshed identity that reflected the event's transition from one signature weekend to a series of smaller celebrations.
The new branding gave Out in the Vineyard a recognizable way to introduce the expanded format while maintaining a connection to the event's established reputation within the LGBTQ+ travel and wine communities.
The series offered opportunities for guests to reconnect through wine tastings, entertainment, and social gatherings after a period when many in-person events had been suspended.
The expanded format also attracted attention from travel and lifestyle publications, including PASSPORT Magazine, which highlighted Gay Wine Weekends as a familiar Sonoma County experience returning with a new approach.
For Ace Studios, the project demonstrated how thoughtful event branding could help an established experience adapt to changing circumstances without losing the personality and recognition that made it successful.
What had traditionally been one anticipated weekend became a season of opportunities to reconnect, raise a glass, and celebrate community.
Same great wine. Same welcoming spirit. More weekends to make memories.