Project: VMware Partner Leadership Summit (virtual event)

VMware’s Annual PLS event moved from an in-person experience to a virtual event. The event site included regionally gated experiences, a live stream, speaker, agenda and roundtable pages.

Challenge: How might we evolve an existing live-event style guide to solve the challenges of a digital, remote format? How can we build trust in the solution with clients unfamiliar with the digital landscape?

Solution: I leaned into my past experience with the VMware brand to adjust the event style guide to align with the UI style guide. To build trust, I presented the designs in a format that helped the clients understand and envision the final experience. Despite these challenges, I was able to keep the project on time and on budget.

Project: SAP SAPPHIRE NOW (virtual event proposal)

SAP’s flagship event connects users and partners across the globe to share announcements and product roadmaps, enable networking, and educate attendees.

Challenge: How might we reimagine the SAP SAPPHIRE brand to take full advantage of the digital space, and push the boundaries of the virtual event platform but keep it familiar to the global, live-event audience?

Solution: By ideating and iterating with the Creative Director, I designed a solution utilizing simple shapes, colors and textures, that permeated through the site in order to lead attendees on different journeys through a familiar event experience.

Project: The Freeman Booth Picker (mobile app)

This app is designed to help event marketers discover and choose exhibit designs for events. Marketers are matched with three suggested layouts based on answers to a few questions that help determine their experiential needs. The user then progresses into an account portal with a cart system to review and purchase their ideal booth.

Challenge: How might we synthesize the legacy brand materials, and a soon-to-be-launched rebrand, into Freeman’s first customer-facing app?

Solution: I audited the existing marketing materials and interviewed the internal design team currently evolving the new company brand to unify the past and future design principles. With these in hand, I worked closely with UX lead, UI designers, and copywriter to iterate designs for user-testing product solution verification.