Experiential design turns space into strategy, using visual systems and environmental cues to deliver cohesive, memorable brand experiences.
EXPERIENTIAL DESIGN & TRADE SHOWSElite Customer Program Gift
Overview
Lincoln Electric created a program for their top customers. To acknowledge the customers entering the program a box set, similar to airline awards packages, was created for sales to hand deliver to the customer.
My Role
Creative Direction: Led the full creative vision – box design, program mark, promo item design – to design and placement of each element for presentation.
Cross‑Functional Collaboration: Partnered with distribution and sales to gather their contents, requirements, review comments and for approvals on quotes and final art.
Vendor Relationships: Provided base specs for existing vendors to quote, arranged for box and promo item samples, proofing (digital and physical), shipping logistics and overall execution of the box.
Outcome
A branded box with a premium feel that elevates the program and gives the customer a white glove experience.
Fabtech Expo USA
Overview
The welding industry’s largest annual event — a massive 11,000+ sq. ft. experiential environment designed to showcase innovation, product storytelling, and brand presence.
My Role
Creative Direction: Led the full creative vision, from booth layout wire framing to messaging hierarchy.
Experiential Strategy: Shaped the flow, way finding, and interactive touch points (when used) to guide attendees through product demos and brand stories.
Cross‑Functional Collaboration: Partnered with product management, industry segment directors, marketing, and engineering teams to align content and experience.
On‑Site Leadership: Worked with Tradeshow manager and vendor during pre‑show setup for graphic and wall placement, and real‑time adjustments.
Outcome
A cohesive, immersive brand experience that elevated Lincoln Electric’s presence, improved attendee engagement, and reinforced product leadership across the industry. Brought in active leads that lead to over $1M in sales post show.
LINC - 3D Letters
Overview
Human Resources was looking for an fun, interactive way to bring to life the #Be the Missing Linc campaign to life for an event that they were hosting for Internship Day.
My Role
Creative Direction — Led the full creative vision, from design to vendor search to unboxing and setting up in the lobby.
Cross‑Functional Collaboration — Partnered with human resources and employee communications to gather their requirements and for approvals on quotes and final art.
Vendor Relationships — Worked with an existing vendor to get dimensions, substrate and finish
Outcome
Six foot tall letters that can be interacted with to take pictures and physically represent Human Resources Be the Linc campaign.
Welding School Wayfinding
Overview
Located at Lincoln Electric’s headquarters in Cleveland, Ohio, the Lincoln Electric Welding School has instructed more than 250,000 men and women in theory, techniques and practices of welding safety and arc welding processes since 1917.
My Role
Creative Direction: Research on the right fonts, proper ADA compliance. Design and keeping it on brand.
Experiential Strategy: A clear, cohesive system of room, directional and informational signage.
Cross‑Functional Collaboration: Partnered with building management and print vendors.
On‑Site Leadership: Worked with Tradeshow manager and vendor during pre‑show setup for graphic and wall placement, and real‑time adjustments.
Outcome
A cohesive, clean wayfinding system to match the newly built Welding Technology & Training Center.