Year
2025
Role
Lead designer
Disciplines
Concept development, experience design
SUMMARY
Tradeshow booth design creation for Visa’s presence at the ASBDC conference, aligning with the company’s evolving brand system and event theme, The Future of Work.
Year
2025
Role
Lead designer
Disciplines
Concept development, experience design
“I wanted to give a shoutout to the team who worked really hard to deliver the booth creative for the upcoming ASBDC event. I know time was tight and you all delivered something really great.”
CLIENT PRAISE
PROBLEM
Visa was in the process of evolving its brand identity, moving away from brighter legacy colors, introducing a refined light blue palette, simplifying iconography, and establishing a more structured visual language built on bold, asymmetrical compositions.
The challenge was to translate this evolving system into a high-impact physical environment that would stand out in a fast-paced conference setting
DESIGN THINKING
Working within a tight timeline, I developed two creative directions that explored how Visa’s updated brand language could extend into a spatial experience.
Each direction focused on clarity, scalability, and visual impact. I used block-driven layouts, dynamic composition, and simplified forms to support both brand recognition and event messaging around The Future of Work.
One direction was ultimately selected in collaboration with the client and refined quickly through production to meet delivery deadlines.
OUTCOME
The final booth design was executed as a fully immersive environmental wrap that brought Visa's updated brand system to life within the ASBDC conference setting. The installation successfully translated Visa's evolving identity into a bold, cohesive event presence that enhanced brand visibility and audience engagement on the trade show floor.
Year
2025
Role
Lead designer
Disciplines
Concept development, experience design