A few things I’ve worked on. (my faves)

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.

THE GOAL

Start with one word and turn it into something people could actually see, feel, and experience. Each year, the goal was to take the theme and make sure it showed up consistently—from the first piece of launch content all the way through the event itself.

THE CHALLENGE

The themes were intentionally broad—sometimes just a single word—and there wasn't always a big creative or production budget behind them. The challenge was figuring out how to turn that starting point into something cohesive, memorable, and tangible across the entire event experience.

THE APPROACH

I started with a mood board and style guide to give the committee and vendors a clear creative direction to work from. From there, I built out the visual identity, storytelling, promotional content, and all of the little details that helped bring the theme to life.

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.

USING MY RESOURCES

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.

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.