Inaugural Event Launch: Unveiling Project 1 in Grand Rapids, Michigan

Project 1, initiated by ArtPrize, marked the inauguration of a compelling series of temporary public art commissions in the heart of Grand Rapids, Michigan. Conceived as an experiment by and for ArtPrize, an internationally acclaimed art competition and festival recognized by The Art Newspaper as one of the world's most-attended public art events, Project 1 introduced a transformative shift in the organizing principle.

As ArtPrize transitioned to a biennial schedule, the Project series redefined the fall exhibition's essence, transitioning from a competitive platform to a biennial commission model. In Project years, artists were afforded the opportunity to forge profound collaborations, benefiting from dedicated resources, time, and community connections in an unprecedented manner.

Guiding this evolution under my leadership, every aspect of the event—from design and format to the selection of artists and brand identity—was meticulously crafted. The objective was to build upon the 10-year legacy of the ArtPrize competition while establishing Project 1 as a distinct and innovative event in the global art landscape, garnering heightened international attention for the city.

Key Achievements:

• Executive Leadership: Overseeing the entire organization, including the board of directors, staff, and event development.

• Funding: Strategizing, securing, and managing the financial aspects of the event.

• Execution: Ensuring flawless implementation of Project 1, translating vision into reality.

*Visual Identity and Photo Credit: Conduit Studios.*

The visual identity, as crafted by Conduit Studios, not only encapsulates the essence of Project 1 but also serves as a testament to its unique contribution to the art world. This inaugural event not only honored ArtPrize's legacy but propelled Grand Rapids into a new era of international artistic prominence.

BNY Mellon Transformation: Unveiling a Global Identity in the Heart of New York

When BNY Mellon embarked on a journey to redefine its global identity and articulate new employee brand values, a strategic imperative emerged—ensuring seamless assimilation of the revamped company culture and identity among its workforce. In the bustling metropolis of New York, where financial prowess meets cultural diversity, the stakes were high, and the impact had to be profound.

To achieve this, a comprehensive suite of experiential digital tools and events was meticulously curated, spanning over 100 locations across the United States and Europe. The objective was clear: immerse employees in the refreshing messaging and visuals of the brand, transforming not just their understanding but ingraining the essence of the new culture into their daily work routines and office dynamics.

The events and digital tools weren't merely informative—they were designed to be engaging and fun, ensuring a dynamic and memorable experience. Beyond the surface-level interaction, the strategy was crafted to guarantee that employees were not just exposed to the new tenets but were actively adopting them in their professional spheres.

Key Contributions:

• Strategic Development: Devising a robust strategy that bridged the gap between the existing and the envisioned company culture.

• Creative Direction: Guiding the creative process to ensure that the digital games, videos, events, and permanent signage were not just visually captivating but aligned seamlessly with the brand's ethos.

• Execution: Bringing the strategy to life through the flawless execution of online digital games, engaging videos, immersive events, and impactful permanent signage, leaving an indelible mark across diverse locations.

This transformative initiative at the intersection of strategic development and creative execution not only showcased BNY Mellon's commitment to evolution but also reflected the vibrancy of New York City. The result was a workforce not just informed about change but actively participating in the exciting journey toward a new corporate identity.

Mother Yak Outfitters: Transforming Passion into Purposeful Business

Mother Yak Outfitters emerged as a labor of love, originating from a shared passion between my husband and me. Motivated by the prospect of investing in a family business, we found ourselves blessed with a substantial piece of property—a canvas for our vision of sustainable resource utilization.

Our journey began with a deep dive into the yak industry in the United States, revealing a striking revelation: an untapped market and a burgeoning demand for yak fiber. Recognizing the potential to not only create a business but also contribute to a sustainable industry, Mother Yak Outfitters took shape.

Key Elements of our Vision:

• Sustainable Resource Utilization: Leveraging our expansive property for ethical and sustainable practices, aligning with our commitment to environmental responsibility.

• Yak Fiber Market: Identifying and responding to an unmet need in the market for high-quality yak fiber, paving the way for innovation in this niche industry.

• Family Business Investment: Integrating our passion for entrepreneurship with the values of family, weaving a tapestry of shared dreams and aspirations.

The Blueprint for Our Dream:

This simplified business plan and identity design served as our compass, guiding our thoughts and aspirations for Mother Yak Outfitters. It encapsulates our vision, providing a roadmap for transforming a passion project into a thriving venture.

As we embark on this journey, our commitment is not just to the success of Mother Yak Outfitters but to the sustainability of the yak industry and the fulfillment of a shared dream. This is not merely a business; it's a dedication to responsible entrepreneurship and a celebration of the unique qualities that yaks bring to our lives.

Nintendo's E3 Global Press Events: Unveiling the Future of Gaming in Los Angeles

The Electronic Entertainment Expo, colloquially known as E3, stands as the pinnacle trade event for the video game industry. Amidst the grandeur of this expo lies a crucial stage where developers, publishers, and manufacturers converge to showcase their upcoming titles and products. It's a global arena where each brand launches their new hardware and software, setting the stage for the gaming industry's next chapter.

Nintendo, a trailblazer in the gaming world, transformed the Nokia Theatre in downtown Los Angeles into an epicenter of excitement during E3. Within this vibrant space, our press conferences became an immersive experience, revealing world-class titles and cutting-edge hardware releases. The 60-minute sessions were meticulously designed to deliver news in a captivating and concise manner, ensuring maximum media coverage through dynamic photo moments and precision-scripted narratives.

The Symphony of Deliverables:

• Creative Direction: Steering the creative vision to captivate the audience and resonate with the essence of Nintendo's innovation.

• Message Development: Crafting a narrative that not only informed but also ignited the imagination, setting the tone for the gaming community's anticipation.

• Staging and Technology: Orchestrating the physical and technological elements to create an environment that elevated the Nintendo experience.

• Scripting: Precision scripting to convey key messages, ensuring clarity and resonance with the diverse audience

• Videos and Screen Graphics: Producing visually stunning content that complemented the live experience, leaving a lasting impression.

• Wardrobe: Ensuring that every detail, including wardrobe choices, reflected the sophistication and excitement synonymous with Nintendo.

• Execution: Seamless execution of the entire press conference, synchronizing all elements for an unforgettable showcase.

These press events were not just announcements; they were moments etched in the gaming industry's history, a testament to Nintendo's commitment to pushing boundaries. As we directed and developed every facet, our goal was not just to inform but to immerse the audience in a world where gaming transcends entertainment—it becomes an experience to remember.

GO! XD Marketplace Rebrand: Elevating the Digital Landscape in Atlanta, Dubai, Los Angeles, New York

As GO! XD aimed for new horizons in the marketplace, the imperative was clear — a website reflecting its visionary trajectory was paramount. To soar above competitors and attract top-tier talent, a website was conceptualized and executed, seamlessly blending cutting-edge design with advanced programming.

Key Objectives:

• Market Differentiation: Crafting a digital presence that not only stands out but becomes a beacon of distinction in the competitive marketplace.

• Talent Attraction: Creating an interface that not only captivates visitors but also entices the best talent to become a part of the GO! XD journey.

• Future-Forward Direction: Ensuring the website not only mirrors the current state of GO! XD but also serves as a forward-looking testament to its future aspirations.

Deliverables:

• Design and Strategy: Shaping the visual and strategic aspects of the website, encompassing content, aesthetics, and functionality.

• Content Development: Curating compelling content that not only informs but resonates with the brand ethos, inviting users to explore the essence of GO! XD.

• Look and Feel: Crafting an overarching visual identity that not only aligns with current design trends but sets a benchmark for innovation and sophistication.

• Video and Photography Components: Integrating multimedia elements to enrich the user experience, utilizing video and photography to tell the story of GO! XD.

Awards and Recognition:

The result was not just a website; it was an immersive digital experience. Shortly after its launch, the new site garnered acclaim, winning "Site of the Day" by Awwwards.com. This accolade affirmed not only the design and programming prowess but also the profound impact of GO! XD's rebranding on the digital landscape.

In Atlanta, Dubai, Los Angeles, and New York, the GO! XD Marketplace Rebrand became more than a website — it became a testament to the brand's commitment to innovation, excellence, and its relentless pursuit of new heights in the marketplace.

Empowering Futures: The Birth and Evolution of Smart Girl

Smart Girl didn't just begin as a vision; it emerged as a collective dream, sparked by the passion of one of my esteemed friends and colleagues. Recognizing the transformative potential, I swiftly joined forces to breathe life into this vision and shape its identity.

At its core, Smart Girl is a catalyst for empowerment, a platform meticulously crafted to amplify the voices of young girls. Our journey unfolds through the intricate stages of logo mark exploration, culminating in the crystallization of the final identity and the commencement of our initial product development.

Key Milestones in Our Evolution:

• Shared Vision: A dream transformed into a shared vision, uniting us in a common purpose—to empower young girls.

• Strategic Development: Crafting the business foundation and identity from the ground up, meticulously aligning every element with the essence of Smart Girl.

• Voice for the Voiceless: Smart Girl emerges as more than just a brand; it's a movement, providing a powerful voice to the young girls who often go unheard.

• Logo Mark Exploration: The visual identity journey begins, exploring diverse possibilities that resonate with the spirit of empowerment and inclusion.

• Final Identity: A culmination of thoughtful design, the final identity encapsulates the essence of Smart Girl, symbolizing strength, resilience, and the promise of a brighter future.

• Product Development Kickoff: Initiating the development of our initial products—a tangible step towards making our vision a reality.

Our Commitment:

As Smart Girl continues to evolve, our commitment deepens. We stand dedicated to fostering a world where young girls not only find their voices but are empowered to use them confidently. This journey is not just about a business or an identity; it's about creating a lasting impact on the lives of those we aim to uplift.

Range Rover Press Launch in New York: Melding Innovation with Nature’s Grandeur

In the heart of New York, a symphony of experiences unfolded to captivate the U.S. automotive press during the launch of the new Range Rover. The inaugural event unfolded on the picturesque Stone Mountain estate in New Jersey, setting the stage for an immersive encounter that seamlessly blended technology with the breathtaking embrace of Mother Nature.

The ethos of "no boundaries" came to life as cutting-edge technology harmonized with the natural surroundings. The Stone Mountain estate, with its scenic beauty, became more than a venue; it transformed into an integral part of the narrative.

Key Elements of the Launch:

• Seamless Integration of Technology and Nature: A delicate dance between innovation and the natural world unfolded, reinforcing the Range Rover's commitment to pushing boundaries.

• Projection Mapping Masterpiece: The landscape and foliage of the estate became a canvas for projection mapping, casting an enchanting and authentic backdrop that elevated the vehicle to the status of an automotive masterpiece.

Deliverables:

• Creative Direction: Guiding the overall concept to ensure it resonated with the essence of the Range Rover brand, marrying sophistication with rugged elegance.

• Account Management: Orchestrating every aspect of the launch, from strategy development to execution, ensuring a flawless and memorable experience.

• Messaging and Scripting: Crafting narratives that not only informed but also emotionally connected with the audience, reinforcing the "no boundaries" ethos.

• Design and Visuals: Shaping the visual identity to mirror the Range Rover's legacy, creating a seamless blend of aesthetics and functionality.

The launch wasn't just an event; it was an elevation of the Range Rover legacy, a testament to its unwavering commitment to innovation and the boundless spirit of adventure. As we directed and managed every facet, our goal was not just to unveil a vehicle but to create an indelible imprint in the memories of the automotive press, forever associating Range Rover with the epitome of luxury and limitless exploration.

Lowe's Internal Video News Network Studio Refresh: Elevating Communication

In the heart of North Carolina, Lowe's headquarters and internal video news network studio underwent a transformative refresh, seeking not only a visual upgrade but also the creation of a versatile and dynamic environment. The objective was clear — to provide a flexible setting capable of capturing executive insights each week in diverse scenarios and setups.

Key Goals of the Refresh:

• Visual Upgrade: Aiming for a visual overhaul that aligns seamlessly with Lowe's dynamic and innovative spirit, creating an atmosphere that resonates with the company's ethos.

• Flexibility and Dynamism: Designing an environment that adapts effortlessly to various scenarios and setups, ensuring a dynamic backdrop for weekly executive recordings.

One-Week Proposal Highlights:

• Strategic Creative Direction: Offering a vision that not only meets the immediate needs of the video news network but also anticipates future trends and technological advancements.

• Conceptual Innovation: Proposing a forward-thinking concept that goes beyond aesthetics, integrating functionality and adaptability into the core of the studio's design.

• Scenarios and Setups Exploration: Presenting a comprehensive exploration of diverse scenarios and setups, envisioning how each can contribute to the narrative and visual appeal of executive recordings.

Deliverables:

• Creative Direction: Steering the visual and conceptual aspects to embody Lowe's brand identity, ensuring a cohesive and impactful studio environment.

• Design Concept: Proposing an overarching design concept that marries aesthetics with functionality, creating a space that inspires creativity and facilitates seamless recording.

• Flexibility Framework: Outlining a framework for adaptability, offering solutions that cater to the diverse needs of executive recordings each week.

As Lowe's internal video news network studio embarks on this refreshing journey, the proposal serves not only as a blueprint for immediate enhancements but as a roadmap for continuous evolution. The goal is to not just upgrade a studio but to elevate communication, ensuring that every recording becomes a testament to Lowe's commitment to innovation and adaptability in North Carolina.

Kia Motors Annual Dealer Meetings in Las Vegas: Crafting Authentic Experiences

In the vibrant landscape of Las Vegas, the annual Kia Motors Dealer Meetings took center stage, representing more than just a gathering—it was a strategic initiative to communicate with the brand's most pivotal audience: its dealers. Understanding the gravity of this engagement, our focus was on developing a cohesive and immersive experience that resonated with genuineness and precision.

Key Objectives:

• Cohesive Immersion: Crafting an experience that transcended the ordinary, immersing dealers in the Kia brand essence and direction.

• Audience-Centric Approach: Tailoring the personality and approach with meticulous care, ensuring a genuine connection that reverberated with the dealers.

• Clear Brand Direction: Leaving no room for ambiguity, the goal was to ensure that dealers departed from the meeting with a crystal-clear understanding of Kia's trajectory.

Two-Week Proposal Journey:

• Strategic Development: Strategizing a comprehensive plan that not only met the immediate goals but laid the foundation for long-term brand resonance.

• Creative Concept Evolution: Developing a creative concept that not only spoke to the heart of Kia's identity but also resonated with the dealers on a personal level.

• Theme Integration: Weaving a theme that threaded through every aspect of the meeting, creating a narrative that was not just memorable but also seamlessly aligned with Kia's values.

• Graphics and Messaging: Designing visuals and crafting messaging that spoke a language of authenticity, fostering a connection with the dealers that went beyond the surface.

• Scripting Mastery: Ensuring that every word uttered during the meeting reflected the sincerity and strategic direction of the Kia brand.

• Identity System: Creating an identity system that served as the visual anchor, reinforcing Kia's brand identity throughout the meeting.

Immediate Executive Approval:

The proposal journey was swift but impactful. Kia executives immediately recognized the authenticity and precision in the direction presented. The final show photos bear witness to not just a meeting but an experience that seamlessly blended strategy, creativity, and genuine connection.

Deliverables:

• Strategy and Creative Development: Outlining a comprehensive plan that encapsulated both short-term and long-term brand goals.

• Creative Concept, Theme, and Graphics: Designing visuals that were not just aesthetically pleasing but also deeply resonated with the audience.

• Messaging and Scripting: Crafted words that were not just spoken but felt, creating a narrative that reverberated with authenticity.

• Identity System: Developing a visual anchor that reinforced Kia's brand identity throughout the meeting.

In the heart of Las Vegas, the Kia Motors Annual Dealer Meetings didn't just unfold; they became a testament to the power of strategic planning, creative finesse, and the authenticity that defines the Kia brand. This was not merely a meeting; it was an experience etched in the memories of dealers, forging a deeper connection with the brand they represent.

Dubai Holding Company, Dubai: A Global Hub of Innovation and Future Vision

In the dynamic cityscape of Dubai, the Dubai Holding Company envisioned a space that transcended physical boundaries—a global rendezvous point where leaders from around the world could convene and delve into Dubai's future development plans. This multifaceted space was not just a venue; it was a testament to innovation, a reflection of Dubai's forward-thinking direction and progressive governance.

Key Objectives:

• Global Leadership Hub: Creating a hub that attracted leaders worldwide, fostering collaboration and the exchange of visionary ideas.

• High-Tech Modernity: Infusing the space with cutting-edge technology, ensuring it mirrored the pace and sophistication of Dubai's evolution.

• Reflecting Future City Direction: The design had to go beyond aesthetics; it needed to be a visual manifestation of Dubai's trajectory and government aspirations.

Deliverables:

• Account Management: Orchestrating the seamless execution of the project, ensuring that every element aligns with the Dubai Holding Company's vision and goals.

• Concept Development: Shaping a concept that not only meets immediate needs but sets the stage for long-term global leadership engagement.

• User Experience: Crafting an environment that goes beyond physical design, focusing on creating an unparalleled user experience that facilitates meaningful interactions and idea exchanges.

• Design Direction: Guiding the visual identity to embody modernity, sophistication, and a clear connection to Dubai's future vision.

• Execution Management: Overseeing every aspect of the project's implementation, ensuring that the final result mirrors the conceptual brilliance.

The Space Unveiled:

As leaders from diverse corners of the world stepped into this meticulously designed space, they didn't just encounter a physical environment; they immersed themselves in a testament to Dubai's commitment to progress. The synergy of high-tech elements, modern aesthetics, and a design that mirrors the city's future direction was palpable.

This project was not just about managing accounts or executing a concept; it was about creating a nexus where global leaders could converge, exchange insights, and contribute to shaping the future of Dubai. In the heart of this innovative space, the Dubai Holding Company didn't just establish a venue; they forged a platform for global collaboration and the continuous evolution of the city's vision.