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National Brand Experience
Leading the creative direction for a three-day national conference designed to bring the brand to life at scale.
❋ Role
Creative Director
❋ Scope
Experiential Design · Event Strategy · Brand Activation
❋ Team
Internal Creative, Events, and Leadership Teams
Overview
Orion Ascent is the company’s flagship annual conference, bringing together over 2,000 attendees for a three-day experience centered on connection, education, and industry topics.
I lead the creative direction for the event, overseeing the development of the visual identity, environmental design, and overall experience system. The goal was to translate the brand into a cohesive, immersive environment that could engage a large audience while maintaining clarity and consistency across every touchpoint.
Working closely with marketing, leadership, and event production teams, we created an experience that elevated the brand and reinforced its presence on a national stage.
The Challenge
Designing a multi-day event at this scale required balancing creative ambition with operational complexity.
❋ Large-Scale EnvironmentThe experience needed to work across a wide range of physical spaces, from main stages to breakout sessions.
❋ Consistent Brand ExpressionEvery touchpoint (signage, screens, collateral, swag and digital elements) needed to feel cohesive.
❋ Multi-Day EngagementThe experience had to remain engaging and relevant across three full days of programming.
❋ Cross-Team CoordinationAligning creative, production, and leadership stakeholders required clear direction and collaboration.
Leadership & Approach
As Creative Director, I defined the visual and experiential direction for the conference and guided execution across teams and vendors.
The approach focused on building a flexible event system and creating a cohesive visual language that could scale across environments while adapting to different spaces and moments within the event.
I worked closely with internal teams and external partners to ensure consistency across all deliverables, from stage design and motion graphics to environmental signage and printed materials.
The goal was to create an experience that felt unified, intentional, and reflective of the brand at its full scale.
The Work
The event experience included:
❋ A cohesive event identity applied across all touchpoints❋ Large-scale stage design and presentation environments❋ Environmental graphics and wayfinding systems❋ Motion graphics and on-screen visual systems❋ Printed materials and attendee-facing collateralEach element was designed as part of a larger system, ensuring consistency across the full three-day experience while allowing flexibility for different sessions and environments.
The Impact
The national brand experience strengthened the company’s presence and created memorable interactions with audiences across the country.
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Delivered a cohesive, immersive brand experience for 2,000+ attendees across three days.
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Maintained consistent visual identity across all physical and digital event touchpoints.
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Created a scalable system for future conference iterations.
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Elevated the brand’s presence through a high-impact national experience.