Workday
Tradeshows
In my seven months as Tradeshow Art Director, I functioned as a Creative Strategist, transforming outdated event structures into a modern, functional, and cohesive global brand experience. I served as the critical bridge between internal stakeholders and external vendors, managing the end-to-end creative lifecycle for 9 major tradeshows. My tenure focused on three core pillars: identity modernization, process optimization, and strategic vendor management.
Brand Evolution &
Visual Strategy
I led a comprehensive look-and-feel audit to identify gaps in our existing presence, specifically targeting the overused "tattoo band" shapes and dated booth structures that no longer reflected our brand.
By meeting with the tradeshow team to understand their priorities, I developed a new visual identity that synced with "future of work" assets and matched the modern push of the company. This evolution allowed for a greater emphasis on messaging and photography, ensuring Workday showed up consistently across all events.
I successfully implemented this new look across nine global shows in six months, including NRF, where I created a "retail" experience that stakeholders described as “open, clean, and contemporary.”
But alas, you have made a lasting impression in elevating in how we show up, formalizing our creative deliverables through Workfront, and just being the most hilarious and fun creative lead to-date.
You have been the best to collaborate with. You listen to our ideas and take our feedback and what we are trying to achieve and bring it visually to life. Also reign us in and keep us in the brand guidelines.
You have elevated our booth presence and how we show up.
Strategic Leadership & Collaboration
I transformed the relationship with our lead agency, Freeman, by moving away from formal email chains and adding their designers to our Slack and project management tools for real-time collaboration and problem-solving. This frequent communication allowed me to catch technical details, such as tricky photo placements, early in the design phase, as well as track progress and ensure we were meeting deadlines. We also collaborated on high-impact physical assets, including a new eight-foot hanging sign that increased our visibility and adapted easily to various booth sizes. To ensure these improvements lasted beyond my contract, I created an in-depth onboarding deck to train incoming staff, giving them the tools and strategy needed to succeed.
