Live environment
Signage, onsite guides, stage collaboration, and the visual details that made the room feel intentional.
Open to the right creative roleHOW Design Live · Senior Creative Director
Designing the event.
Extending the conversation.
I led the creative expression of HOW Design Live across the stage, screen, inbox, feed, and printed page—turning a major creative-industry event into one connected audience experience.
Role
Senior Creative Director
Scope
Live event, campaign, editorial, content, and production
Partners
Show director, operations, marketing, speakers, and production teams
Throughline
Keep the creative community engaged before, during, and after the show
The assignment
Make every touchpoint feel like it belonged to the same live idea.
My work moved fluidly between hands-on design and creative leadership. I managed and designed the visual system, helped shape content and marketing, directed video and photography, and worked with the operations team and show manager on the stage experience.
The job was never a single campaign or asset. It was the connective tissue between what the audience saw onsite and what kept them inspired throughout the rest of the year.
01 · The live creative system
One event.
Every creative touchpoint.
Strategy, design, production, and operations were treated as one system—not separate handoffs. That made the experience clearer for the audience and more useful for every team bringing it to life.
Campaign
A connected marketing system spanning email blasts, social media, content, and audience acquisition.
Production
Creative direction for video production and onsite photography—before, during, and after the show.
Editorial
A responsive digital publication designed to replace the magazine and keep the audience connected year-round.
Collaboration
A close working rhythm with show leadership, operations, marketing, contributors, and production partners.
Momentum
Weekly ideas that gave the community new reasons to engage between major event moments.
02 · The working rhythm
Creative direction built on constant ideation.
Show director Amy Conover and I were constantly asking what the audience needed next. Our weekly creative rhythm turned timely topics, speaker ideas, community questions, and new formats into work people could actually use.
The show was the tentpole. The relationship with the audience had to continue every week.
03 · The digital publication
When the magazine disappeared, the audience still needed a home.
When F&W Publications went bankrupt, the print magazine that had helped hold the community together was lost. I designed a responsive digital publication system to carry that role forward—editorial enough to feel valuable, flexible enough to move at the speed of the event.
Inside the New Creative Team
A responsive editorial story about evolving creative roles—designed to make a dense, practical subject feel immediate across devices.
Story 02 · Brand trust
One idea, built to travel.
“How to Build Brand Trust Through Design” became a modular editorial system: long-form reading on tablet, confident covers on mobile, and a visual language that made strategy feel approachable rather than academic.
Story 03 · Technology
Make the future feel readable.
The technology report translated a broad trend story into a bold, scrollable experience. Illustration, hierarchy, and device-aware compositions kept the content energetic without sacrificing clarity.
Story 04 · Project Inkblot
When the questions kept coming, the content kept going.
A HOW Design Online session with Project Inkblot founders Boyuan Gao and Jahan Mantin sparked more audience questions than the live format could hold. The follow-up Q&A extended that conversation into a designed editorial piece— preserving the energy of the session and giving the community a deeper resource.
A flexible publishing system that could shift voice, color, subject, and format—while always feeling unmistakably part of HOW.
HOW Design Live · Creative direction across the complete audience experience