For the 30th Anniversary of the Essence Festival of Culture, Coca-Cola showed up with a bold footprint rooted in the theme “Just Getting Started.” Designed to honor the legacy of those who’ve shaped the brand and the culture, the 2024 Essence Festival experience celebrated HER — her past, her power, and her limitless future.

Across the festival grounds, typography and illustration led the visual language, amplifying affirmations and messages of pride, optimism, and forward momentum. Dynamic, human-centered graphics broke beyond traditional frames, symbolizing boundless potential and shared progress. The result was an energetic yet meaningful presence that honored 30 years of impact while inviting the community to envision what’s next together.