Nestor PeñaDesign Engineer · Product Designer

Case study 06 · Co-founder · brand, website, email · 20261 min readN°001 sold out · N°002 next

An event brand, website and email launch that sold out in 15 days.

I co-founded Bern Sessions and built its brand, trilingual site and email launch. N°001 sold out without ads.

bernsessions.ch ↗︎@bernsessions ↗︎
Built with
  • Figma
  • Claude Code
  • Vite
  • GitHub
  • Cloudflare
  • Brevo
  • Instagram
15days to sell out
23dancers
85%early bird
0francs on ads

Showing the result. Switch on the Thinking layer to see how I got there.Showing margin notes, sketches and the options I rejected.

Bern Sessions home page: N°001 Marlon and Jenny, first time in Switzerland, 02.05.2026, a sold-out stamp and red paint splashes behind the two artists
Bern Sessions home page on a phone: the N°001 lockup, date, sold-out badge and the alert button

Context and role

I co-organise it, and own everything on a screen

One artist, four workshops, one session a season.

Numbered Cuban dance workshops in one Bern venue. I co-organise them and own the brand, website, email and campaign.

How I thought about it

same shape, different artist

The brand

A generic event flyer
The big-festival look

A record label

Numbered sessions, a tracklist, a catalog: each session becomes a collectible drop, and the next one is already waiting.

The format

Weekly classes
A festival weekend

Same shape every season

Easy to plan, explain and sell; extras are the artist’s call.

Selling it

Paid ads
Word of mouth only

An email list we own

Plus Instagram and group chats. The next session does not depend on an algorithm.

What I built

One brand, every touchpoint

Instagram announcement for N°001: Marlon and Jenny in suits under the hand-painted Bern Sessions logo, the four workshop times, 30 francs per class or 80 for the early-bird full pass
N°001 announcement on Instagram

Palette

  • Paper#E8E5E0
  • Ink#0A0A0A
  • Red#CC1315
  • Deep red#9A0E10

Type

Headlines
Agrandir Narrow / Grand
Numbers, tickets
Agrandir Tight / Wide
Body
Agrandir
The hand
Lost in South (brush)

Voice

Numbered like records: N°001, a tracklist of workshops, a catalog of sessions, the next one dropping.

The email campaign

An alert signup on the site, and four emails per session in Brevo.

  1. 01AnnouncementArtist, date, the four workshops
  2. 02Early birdFull pass at the early price
  3. 03Last spotsWhat is left, and when it closes
  4. 04Thank youPhotos, footage, the next session
  5. +Alert listOne email per session: the artist, the date, the link

Illustration · N°001 content

An archive for every session

N°001 archive page: Marlon and Jenny, with the Instagram announcement poster beside the title

Tracklist, footage, campaign and photos: every past session sells the next one.

The organisers with Marlon and Jenny in the studio
Marlon and Jenny with the old town of Bern behind them
The whole group cheering at the end of the workshops
The dancers who stayed until the last workshop, posing together

Impact

Built once, so each new session mostly sells itself.

Each session earns its margin from tickets once the artist and venue are paid.

What I'd do differently

  1. Open the email list before the first announcement.
  2. Announce the next date in the thank-you email.

Launching something people should queue for?

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