As the Creative Director for the Ciena account, my responsibilities encompassed conceptualizing a theme based on the client’s event theme “TOGETHER”. With a predominant male and IT-oriented target audience, Ciena’s vibrant and trendy color palette posed a challenge. It also required the creation of a cohesive graphic language that resonated with both Ciena’s brand and the hotel’s architecture and colors.
I was tasked with designing the overall look and feel, which included developing the visual language, style guide, and all design components that adorned the JW Marriott & Ritz-Carlton Orlando venues. Furthermore, I handled concept development for various events throughout the 4-day conference, designed photo opportunities, and recommended event activations. I took responsibility for creating production files, ensuring color quality, overseeing press proofs, and supervising the installation of all branded elements in the event space.
The approval phase proceeded without a hitch. The client’s choice of the initial concept remained consistent, and they were open to engaging and unconventional activations. The impact of my work was both colorful and cheerful, earning the admiration of the Ciena team who declared it as their best event to date.
In my role as Creative Director, I contributed to concept development, ideation for experiential activations, branding, signage, wayfinding solutions, selection of furniture, assistance with floorplan planning, and the creation and oversight of print production files.