Experiential Design - Art Direction
I create immersive, design-led environments that turn brand storytelling into physical experiences. From pop-ups and trade show showrooms to conceptual campaigns, each activation blends art direction, spatial flow, and brand narrative to bring ideas to life beyond the screen.
Mattel Games Showroom - Toy Fair 2025
Role: Art Director & Lead Designer
Overview
Led the visual direction and spatial layout for the Mattel Games showroom, spotlighting UNO, Adult Party Games, and Kids Games. Concepted tone-on-tone wall graphics, branded patterns, and storytelling moments that unified diverse product lines under one cohesive visual narrative.
Production
Managed coordination between design, marketing, and fabrication teams to execute a 1,600 square-foot showroom footprint. Oversaw production of printed graphics, wall murals, shelving layouts, and prop integration. Worked with external vendors to source materials and ensure color accuracy across multiple lighting zones. Directed onsite installation and quality control to maintain design fidelity from concept to completion.
Strategy
The strategy emphasized designing a modular, gallery-style environment that could flex between audiences, playful for kids and elevated for adults. By creating a central “Game Hub” surrounded by themed product zones, each brand retained its individuality within a unified Mattel story. Oversized graphics, layered textures, and interactive displays invited buyers to experience the brands hands-on while maintaining a clean, high-design aesthetic consistent with Mattel’s premium positioning.
Girls in Bar Bathrooms - Pop-Up Concept
Role: Creative Director & Concept Development
Overview
A conceptual pop-up bringing the Girls in Bar Bathrooms party game to life as an immersive nightlife experience. Designed bar-themed zones, influencer-friendly photo moments, and branded touchpoints blending humor, social energy, and feminine design cues.
Production
Developed concept mockups for the activation, including a detailed floor plan, branded signage posters, and themed drink menus for the playroom bar. Designed entrance wristbands, server tees, and environmental graphics to visualize how the experience would come to life. Created photobooth scene renderings to capture the tone and atmosphere of the event.
Strategy
The strategy aimed to extend the game’s core idea of women connecting in unexpected spaces into a real-world social activation. The environment followed a night-out flow, entering through a playful bar check-in, transitioning to the “bathroom confessional” photo booth, and ending at a communal cocktail area for gameplay and content capture. Every design element, from lighting to typography, reinforced the campaign’s tone of confidence, humor, and community.
SwaMFest Verses - Vendor Experience 2022
Role: Project Manager & Art Director
Overview
SWaMFest is the Commonwealth of Virginia’s premier networking, educational, and professional development event for small, women, and minority-owned businesses. I led creative direction for the indoor vendor experience, designing the event’s visual identity, signage system, and spatial flow to create a polished, professional environment that encouraged networking and engagement among exhibitors and attendees.
Production
Oversaw environmental production across the full event footprint, including stage backdrops, registration areas, workshop signage, and vendor booth graphics. Coordinated with VASCUPP representatives and local fabricators to ensure brand alignment and smooth installation under tight turnaround timelines. Managed vendor setup and day-of logistics, resulting in a professional, high-impact environment that reinforced SWaMFest’s role as Virginia’s leading platform for small and minority business growth.
Strategy
Our strategy focused on transforming a large indoor venue into a cohesive and energetic space that celebrated the entrepreneurial spirit of the SWaM community. We designed a guided experience that emphasized connection, learning, and visibility for vendors by using directional graphics, consistent color cues, and branded wayfinding moments. The layout balanced functionality with aesthetic clarity, ensuring a seamless flow between workshops, exhibitor booths, and networking zones.
“Across every activation I’ve designed, I’ve learned that unforgettable brand experiences aren’t driven by perfection. They’re driven by emotion. The beautifully imperfect, human moments are where real connection happens.”
— Alyna Draper