626 DENA DAY

Annual Event | Launched June 26, 2021

Partnered with: Hood Liberation

Overview:

In the summer of 2021, at the height of the pandemic, we co-founded 626 Dena Day—a vibrant outdoor market designed to reconnect the community while celebrating Black and Brown businesses in and around Pasadena and Altadena. With just two months of planning, our first event brought together over 60 local vendors and drew more than 1,500 attendees.

CLSC. handled the full creative scope—from brand identity and marketing strategy (digital and print), to all event merch including t-shirts, hats, and pins. The success of the first year established Dena Day as an annual event that the city now circles on its calendar.

PASADENA CLSC. Contributions:

• Brand identity + marketing collateral
• Event merch (shirts, hats, pins)
• Social media campaign & promo strategy
• Event coordination + vendor engagement

Impact Highlights:

• 1,500+ attendees
• 60+ vendors
• Launched in <60 days
• 100% community-funded + led