A few things I’ve worked on. Take a look at some of my favorite projects

Conference Creative Direction

A Theme. A Brief. No Budget.

Sometimes, something as simple as a word or phrase can set the tone for an entire experience.

Revive. Legacy. Revolutionary Rest. Bloom. Nourish. Unfold.

For The Momference, the founders gave me one word, and I turned it into an entire visual experience—one that hundreds of moms have experienced over the years.

From the very beginning of The Momference, and with every theme since, I’ve taken that initial idea and developed the creative direction around it. I create the mood board and style guide that bring the vision to life and give each committee and vendor a clear creative direction to work from. From there, the theme becomes more than a word. It informs the visuals, the storytelling, the promotional materials, and the details guests experience along the way.

One of my favorite themes to date was Bloom.

I developed the creative direction from concept through execution, including the promotional launch video, custom visual identity, signage, and digital guest experience. With no production budget, I used stock footage and my own voiceover to concept, write, produce, and edit a promotional video that helped launch the conference to its largest sold-out audience to date.

But I wanted the Bloom experience to begin long before guests walked into the conference space.

I looked for opportunities to carry the theme into the guest journey—from the digital welcome guests received before they even entered the conference space, to the custom logo and environmental signage throughout the event. Even hotel guests received a custom room key designed specifically for the Bloom experience.

Those details may seem small, but together they helped turn a conference theme into an experience guests could actually step into.

That’s the part of creative direction I love most: taking a simple idea and finding all the ways to make it visible, tangible, and felt.

When you’re asking people to invest in a higher-ticket event, the experience has to start before they ever walk through the door. I wanted that first piece of launch content to make people feel like they needed to be in the room.

The challenge? There was no dedicated creative budget.

So I got resourceful.

For Revolutionary Rest, I built the video almost entirely from scratch using stock footage, stock music, sound effects, my own voiceover, and copy I wrote specifically for the concept.

For Nourish, I took a different approach, pulling from cell phone footage I had captured at past Momference events and weaving those real moments into the story.

Two very different approaches, but the goal was the same: take what I had available and turn it into launch content that felt intentional, emotional, and true to The Momference experience.