Hello Hiebing,
I pulled these three projects together because they show the parts of the job I care most about: chasing curiosity into a genuinely new idea, building it out with a team, and seeing it through to real craft, whether that's print, motion, or an experience nobody's walked through before. Continue clicking around my site to see more.
Guerrilla Event Activation
No booth. No banner. So how do you start a conversation? For SXSW 2026's Health Track, I collaborated with our creative director to design a guerrilla-style activation that seeded conference and hotel common areas with mysterious Oracle cards and let curiosity do the work. Attendees who found one sought out Phase2 team members wearing matching symbols and got invited into a game powered by Audience Oracle, our custom app built around Phase2's generational research data.
My role:
Concept: Developed the "Summon the Oracle" idea with our creative director, the mystery-first mechanic that got people seeking us out instead of the other way around.
Design & Art Direction: Designed the Oracle cards, stickers, and temporary tattoos, and art directed our UX designer on the Audience Oracle app.
Production: Managed production and event logistics, including the raised holographic foil printing on the Oracle cards and all activation collateral.
Dinner Invitation & Letterpress Book Jacket
The venue was a 19th-century sailing ship docked in Philadelphia, and the invitation had to earn it. For a Healthgrades client dinner aboard the Moshulu during SHSMD, I designed a full package, from a captain's letter to a printed ticket to a custom letterpress book jacket, that turned an invite into the first chapter of the experience.
It went on to win recognition from the American Advertising Federation, with an actual agency creative director calling out the conceptual insight behind it.
My Role
Concept: Developed the seafaring "captain's letter" idea and the distressed, pulled-from-the-ship's-quarters aesthetic that tied the whole kit together.
Design: Designed every piece in the package, from the branded folder and ticket to the letterpress book jacket.
Production: Managed production end to end, including the letterpress printing.