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
When the magazine disappeared, the audience still needed a home.
For more than 30 years, HOW magazine was a home for the creative community. When it disappeared, the need for inspiration and connection remained. As Senior Creative Director, I helped carry that spirit into a connected HOW Design Live experience.
Role
Senior Creative Director
Scope
Live event, campaign, editorial, content, and production
Partners
Show producer, 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.
Boston, brought into the room.
The HOW identity and city skyline, at full event scale.
The people make it HOW.
A shared photo moment, with the event identity right in the picture.
02 · The event app
The show,
in your pocket.
The mobile app was another part of bringing HOW to life. I created the graphics and speaker headshots, uploaded the schedule, dates, and event information, and worked with the operations team onsite to shape content for push notifications.
Graphics + headshots
Created the app artwork and prepared speaker headshots to carry HOW’s identity into the attendee experience.
Content + schedules
Loaded the event information, session schedules, and dates so attendees had the details in hand.
Onsite communications
Helped the operations team decide what to share through app push notifications during the show.
HOW Design Live · Boston 2022 Select a screen to enlarge ↗
Welcome to HOW
The event identity, ready for the small screen.
Find your people
Speaker headshots and key event information.
Plan your day
Schedules, dates, and session times in one place.
Get into the details
Session information at attendees’ fingertips.
03 · The working rhythm
Creative direction built on constant ideation.
Show producer Amy Conover was my day-to-day partner across HOW. We were constantly asking what the audience needed next, turning weekly brainstorms, speaker ideas, and community questions into work people could actually use. That close collaboration carried through to the event itself, where we brought those ideas to life together.
The show was the tentpole. The relationship with the audience had to continue every week.
From weekly brainstorms to the show floor. Camera in hand, making it happen together.
04 · The digital publication
A year-round home for creative minds.
I designed a responsive digital publication system that gave HOW’s stories, ideas, and conversations a life beyond the event. It carried the magazine’s editorial spirit into a format built for the way people read on screens: thoughtful layouts, clear hierarchy, and a consistent experience across devices.
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.
Story 05 · Interactive editorial
An invitation to play.
I designed “5 Ways to Level Up Your Data Visualization” as an interactive piece readers could click through. Pixel-art scenery, an arcade-style title screen, and a “Start Game” invitation gave a practical design topic a playful way in. It was another way to bring HOW’s editorial content to life and invite the audience to take part.
A flexible publishing system that could shift voice, color, subject, and format—while always feeling unmistakably part of HOW.
05 · Video + social
From the camera
to the feed.
I filmed, edited, and published these event videos, then created shorter cuts for social-media reels—carrying the work from the original footage through its final release.
HOW Design Live
Attendee Sizzle Reel
An attendee-facing event film, with shorter edits created for social-media reels.
Filming · Editing · Publishing · Social cuts
HOW Design Live · Creative direction across the complete audience experience