The Society for Experiential Graphic Design

Destination Dallas: AT&T Discovery District

Specializing in experience design, live events, brand activations, exhibits and immersive content.

The Global Hub for Public Art and the Experience Economy

Bringing Cities to Life: Urban Revitalization & Public Art

CODAawards celebrate the projects that most successfully integrate commissioned art into interior, architectural, or public spaces.

Led, directed, and curated the creative and experience for a vibrant public arts and events district averaging 140 yearly events – transforming the destination from zero public presence pre-launch (2020) to over three million annual visitors for the past three years and growing. Directed all aspects of the experience strategy, brand strategy and identity development, and ongoing content strategy and development, for an award-winning 24/7 public events and experiential district.KEY ACCOMPLISHMENTS: • Developed, managed, and mentored a multi-disciplinary in-house creative studio.• Championed design excellence across multiple platforms and mediums – both physical and digital – managing multiple projects and priorities including experiential, exhibits, immersive content, video, social, web design, and emerging tech.• Directed and led the creative development of the District’s visual identity, branding, graphics package (motion), sonic identity, website development, and the visual strategy for social assets and digital promotions.• Drove the vision, strategy, and creative for a diverse content library containing hundreds of artful digital assets supporting live events, brand activations, launch campaigns, exhibits, sporting events, concerts, promotions, and artful placemaking.• Led and directed the run-of-show strategy for 24/7 365 programming across multiple platforms for a state-of-the art digital ecosystem – including day-to-day cycles, custom event programming, seasonal content, and launch campaigns.• Curated and directed numerous yearly public exhibits incorporating both physical and immersive digital elements for brand sponsorship events and entertainment IP events – in collaboration with Warner Bros. Entertainment, DC Comics, WB Animation, CNN, NCAA, and AT&T.• Developed innovative creative solutions including cutting-edge real-time content, content at scale (ten-story building), and immersive digital scenes with 23-channel location-based audio.

Drove the holistic brand identity evolution of a Fortune 20 $125B brand – including the primary logo, color palette, tone of voice, brand sonic, and the approach to retail branding, device packaging, retail advertising and signage. Created a library of brand photography assets and illustrations, developed infographics and brand iconography, and motion design. Led a redesign of att.com, developing apps, intranet sites, brand attribution frameworks, and numerous brand guidelines. Led the creative development of branded AT&T fan experiences for many pro sports leagues, sports tournaments, and film festivals.KEY ACCOMPLISHMENTS:• Directed the nation-wide retail store interior and exterior rebranding – visual identity, marketing graphics, materials pallet, and exterior signage. This brand evolution involved an extensive retail audit, research strategy, and resulting design application and brand guidelines development.• Led the creative for the multifaceted game day fan experience and rebranding of Dallas Cowboys Stadium as AT&T Stadium. Drove the AT&T fan experience strategy, stadium identity development and branding strategy, game day run-of-show content strategy, and content development. Designed a multifaceted fan experience comprised of large-scale stadium experiences and individual one-on-one fan interactions, spanning the full eight hours of the NFL game day.• Directed and developed the AT&T fan experience for Mercedes Benz stadium, including the fan experience strategy, fan zone identity development, environmental branding, and game day experience design.• Led the identity development of AT&T’s Team USA sponsorship for the London (2012), Sochi (2014), and Rio (2016) Olympic Games; Used for national print, TV, digital advertising, and branded merchandise.• Led the creative development of AT&T’s technician uniform collection and rebranding of AT&T’s fleet vehicles. This involved extensive audits, prototyping, design application, and ongoing governance.

• Led and managed the agency creative team of Art Directors and Copywriters, managing all stages of the creative process.• Designed and developed brand identities, collateral, advertising, websites, and marketing campaigns.

• Designed and developed brand identities, collateral, advertising, websites, and marketing campaigns.