Experiential Creative & Art Direction

To reinforce IBM Aspera’s position as the leader in high-speed, massive data transfer, I directed the environmental design and visual identity for their flagship presence at NAB. I translated the technical "confidence" of their file management software into a bold, physical brand experience that commanded the trade show floor.

Environmental Concept & Strategy

Developed the initial creative vision and mood boards, centering the physical space around the core value of "data transfer with confidence.

Spatial Design & Planning

Architected the trade show floor plan to optimize visitor flow, balancing high-impact brand moments with functional demo stations.

Comprehensive Art Direction

Led the visual design for all environmental graphics, large-scale signage, and constructed elements to ensure a cohesive, premium IBM brand presence.

Physical Asset Production

Managed the design-to-construction pipeline, overseeing the technical specs for printed and fabricated materials throughout the installation.