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EXPERIENCE DESIGN

I design and produce experiences that are grounded in audience, atmosphere, and intention.

 

My work spans large-scale public events, cultural programming, performance-driven environments, and storytelling-led initiatives. Across each project, I focus on how an experience feels to the people inside it: how they enter, what holds their attention, and what they carry with them afterward.

 

Below are selected examples of experience design and production work.

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Dallas Heart Walk, Dallas Marathon, & more

Experience Design & Production

Event Southwest

Audience: 3,000–30,000+ participants, spectators, volunteers
Environment: City streets, start/finish villages, public gathering spaces
Experience Goal: Create a clear, energetic, and welcoming experience for participants navigating a large-scale live event

 

Overview

At Event Southwest, I designed and produced large-scale public events across the Dallas–Fort Worth area, including the Dallas Marathon, Dallas Heart Walk, Turkey Trot, J.P. Morgan Corporate Challenge, Katy 5K, and the City of Richardson’s Lunar New Year Festival.

 

My work shaped the participant experience through visual design and spatial clarity — from how audiences navigated the environment to how they encountered branding, information, and atmosphere in real time.

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My Role​

  • Creative Design & Branding: Served as lead designer for all event graphics, utilizing Adobe Illustrator and AutoCAD to create graphical site maps, CAD site maps, runner bibs, digital ads, marketing collateral, and event signage, ensuring consistent brand identity across all touchpoints.

  • Visual Communication & Participant Experience: Developed engaging and informative visual assets that enhanced wayfinding, logistics, and overall event experience for up to 30,000 participants.

  • Vendor & Partner Management: Coordinated with 80+ vendors, suppliers, and city partners to ensure timely delivery of branded materials and marketing assets, maintaining quality and brand standards.

  • Permitting & Public Communication: Managed city permitting and developed a system for issuing public notices, supporting community engagement and reinforcing event credibility.

  • Brand Asset Management: Oversaw production and inventory of 1,000+ branded assets per event, ensuring accuracy, consistency, and high-quality presentation.

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Why It Mattered
In events of this scale, clarity is hospitality. Thoughtful design and coordination helped thousands of people feel oriented, supported, and part of a shared moment.​​​​

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Kaleidoscope Park

Public Experience & Cultural Programming Strategy

Communities Foundation of Texas

Audience: Local residents, families, artists, and community members
Environment: New civic park and public gathering space
Experience Goal: Shape a welcoming, culturally rich public space rooted in community identity

 

Overview
As a Program Associate, I led the strategic planning for public programming and art at Kaleidoscope Park, a new public park set to open in Frisco, Texas.​

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My Role

  • Conducted peer analysis and demographic research to understand how communities engage with public space.

  • Developed a comprehensive strategic plan for programming and public art focused on accessibility, participation, and cultural relevance.

  • Articulated an experiential vision that balanced both artistic and operational feasibility.

 

Why It Mattered
Public spaces succeed when people feel invited into them. This work centered on designing experiences that encourage return visits, connection, and shared ownership.

Centrally Isolated Film Festival

Experience Design & Creative Direction

Cornell University

Audience: Student filmmakers and public viewers
Environment: Virtual festival platform (COVID pivot)
Experience Goal: Preserve the communal feeling of a film festival during physical isolation

 

Overview
When the COVID-19 pandemic disrupted plans for an in-person student film festival, I led the creative reimagining of the event as a fully virtual experience.

 

My Role

  • Designed and launched the festival website and digital viewing environment.

  • Coordinated film streaming and scheduling to simulate a shared festival rhythm.

  • Created press and promotional materials to support audience engagement.

  • Led the overall creative direction of the experience.

 

Impact

  • Increased attendance by 2,000%, growing from ~100 to 2,000+ viewers.

  • Achieved nearly 3,000 total site visits.

 

Why It Mattered
This project reinforced my belief that experiences aren’t defined by location alone — they’re defined by intention, structure, and shared attention.

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Made in NYC

Community & Storytelling Experiences

Nonprofit in Brooklyn, NY

Audience: NYC-based manufacturers and the broader public
Environment: Live events, digital platforms, and storytelling campaigns
Experience Goal: Build community and visibility through shared stories

 

Overview
At Made in NYC, I supported engagement and storytelling initiatives that connected local manufacturers with broader audiences through live and digital experiences.

 

My Role

  • Led outreach and onboarding for 60+ new members

  • Wrote 35+ feature stories highlighting individual businesses and community impact

  • Produced video and digital content for events such as Made in NYC Week

  • Designed graphics for event promotions and public-facing materials

 

Why It Mattered
Storytelling creates belonging. This work focused on making people feel seen — and part of something larger than themselves.

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Digital Ash

Experiential Art Installation

Herbert F. Johnson Museum of Art, Cornell University

Role: Concept, Experience Design, Narrative Direction
Audience: Museum visitors
Environment: Sculpture Court, overlooking Ithaca at sunset
Experience Goal: Examine attention, isolation, and agency in a digitally saturated world

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Overview

"Digital Ash" is a site-specific experiential installation I created inspired by Ray Bradbury’s Fahrenheit 451. The work explores how technology mediates attention and connection — not by condemning devices, but by inviting audiences to notice how and why they use them.

 

Each participant accessed a narrated video through their own smartphone and headphones. The experience unfolded individually within a shared physical environment, allowing visitors to move freely, disengage at will, or ignore the device entirely.

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Experience Design Approach

  • The experience was intentionally individual yet collective, mirroring the paradox Bradbury describes: being together, but isolated.

  • Audience members controlled their level of engagement — choosing when to listen, watch, pause, or look away.

  • The Sculpture Court setting, overlooking rolling hills at sunset, was integral to the experience, contrasting digital immersion with the physical world beyond the screen.

  • The narrative gradually receded into choral music and darkness, prompting participants to lift their gaze and reorient their attention toward their surroundings.

 

Why It Mattered
Rather than prescribing behavior, "Digital Ash" created space for reflection. The piece treated attention itself as a design material, positioning experience as something co-created between environment, narrative, and audience choice — a principle that continues to inform my approach to experience design.

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Read more here

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