As the creative director on the Ciena account, I was responsible for coming up with a concept based on the client’s event theme “TOGETHER”. The target audience was predominantly male / IT oriented. Ciena’s colors are very trendy and bright. The challenge was to create a cohesive graphic language that would appeal to the audience and represent Ciena, but also resonate with the hotel’s architecture and colors.
I designed the overall look & feel including the visual language, style guide and all design components that populated the JW Marriott & Ritz-Carlton Orlando grounds. In addition, my scope included concepting around various events within the 4-day conference, create photo ops and suggest event activations. I created all production files and approved color quality and press proofs as well as the installation of every branded piece in the event space.
The approval phase was flawless. The client selected the first concept from the very beginning and was open to fun and out of the ordinary activations. My work made a colorful and cheerful impact that the Ciena team loved. They mentioned that it was the best event they’ve had.
My role as the CD: Concept Development, Experiential Activation Ideation, Branding, Signage, Way Finding, Select furniture, Assist with Floorplan planing, Create and oversee Print Production Files
