Experiential Design
From national conferences to large-scale trade shows, I design environments that connect and inspire attendees, leaving a lasting impression.
Lead Designer
Role
Events
Industry
Record-breaking attendance & engagement
Outcome
The Problem
Large-scale, nationwide events need compelling brands, impactful visuals, and meaningful communications in order to attract attendees. At the events, attendees need intuitive wayfinding systems, speakers need slide decks that align with event branding, and staff need to able to quickly identify who they're speaking with. All of these must be taken into consideration when designing for events: not only does it look good, but does it work for everyone across every role?
ELAVATE'25
ELAVATE is a flagship user conference for a major business software platform, bringing together hundreds of professionals for training, education, and networking. Formerly known as PANELS, the event needed a refreshed identity to reflect its new direction.
I led the visual rebrand from concept to execution, creating a clean, upward-focused design system built around the theme of “elevation” and improvement. The visual language centered on an up-arrow motif, sleek typography, and approachable color palettes that conveyed innovation and confidence.
Beyond the core brand, I designed presentations for over 90 sessions, wayfinding and environmental signage, and marketing outreach assets.
The result was a cohesive, modern conference experience that united the brand across every attendee touchpoint.
PANELS'23
Before it evolved into ELAVATE, PANELS was a long-running user conference with nearly two decades of history in the Microsoft Dynamics ecosystem. In 2023, I had the opportunity to give the show a visual refresh while preserving its credibility and sense of community.
The new brand direction embraced a tech-forward, user-centric aesthetic, balancing the conference’s educational focus with a modern digital sensibility.
My contributions included the brand identity and guide, as well as environmental graphics and wayfinding.
Cavallo Trade Show Presence
Over multiple show seasons, I’ve designed several iterations of Cavallo’s tradeshow booth, each focused on transforming the space into a welcoming hub for conversation and discovery.
My approach emphasizes human flow, brand storytelling, and visual differentiation, ensuring attendees feel both invited and immersed. Each booth iteration balanced aesthetic impact with practical functionality, from modular layouts and product demo stations to branded environmental graphics that stood out on even the busiest trade show floors.
