events & pop-ups
I develop collateral for all brand events including: product launches, influencer events, sephora in-store sales pop-ups, and industry conventions like Sephora Managers Conference.
For in-store sales pop-ups led by our field team, I create curated event kits for each product launch that equip our team with everything needed to transform retail spaces into branded experiences. These kits include custom banners, beauty studio takeover graphics, directional signage, promotional materials, and custom branded team apparel that ensures our staff becomes a walking extension of the brand. Each kit is designed for easy setup and maximum visual impact, allowing our field team to create consistent brand activations across multiple locations.
For product launch parties and influencer events, I design graphics for every brand touchpoint—from welcome signage and step-and-repeat backdrops to table graphics, product displays, and branded environmental elements. My approach ensures that attendees experience a cohesive brand story from entry to exit, with each design element reinforcing the event's narrative and product messaging.
At industry events like Sephora Managers Conference, I design booth graphics and supporting collateral that tie together our overall theme while standing out on a crowded convention floor. These designs balance bold visual impact with clear communication of our brand values and product benefits to key retail partners.
BRAND ACTIVATION
LARGE-FORMAT PRINT PRODUCTION
BOOTH & TRADE SHOW DESIGN
BRAND STORYTELLING
skills involved
SUMMER 2024
Sephora Manager’s Conference
SMC BOOTH COLLATERAL DESIGN
Our 2024 SMC booth showcased Dae's newest launch, the Cactus Fruit 3-in-1 Styling Cream + Taming Wand, through an immersive desert motel theme we playfully branded as "The 3-Inn-1." I designed supporting booth collateral that played into this concept.
The centerpiece of my design work was a collection of vintage-inspired travel brochures for fictional desert attractions and excursions, each one cleverly tied to a different Dae product. I came up with ideas like the Mirage Mist Hot Springs, Prickly Pear Lounge, and Fairy Duster Botanical Gardens—imaginative "Dae trips" that told product stories through playful, tourism-inspired narratives. For each brochure cover, I created custom original illustrations that captured the retro charm of mid-century travel ephemera while maintaining our brand aesthetic.
I also designed a collection of vintage luggage stickers inspired by iconic desert destinations, including Las Vegas where the conference takes place. These collectible stickers served as both booth swag and subtle nods to the trade show location, giving attendees tangible brand touchpoints to take home.
The thematic approach transformed standard trade show collateral into an engaging, cohesive brand world that stood out on the convention floor and reinforced our product storytelling in a memorable way.
SUMMER 2024
New York Launch Event
CACTUS FRUIT 3-IN-1 STYLING CREAM + TAMING WAND
For the launch of Dae's Taming Wand, the brand hosted an immersive multi-day event experience in New York City. Under the creative direction of Madeline Clark, my Art Director, I designed a comprehensive suite of graphics spanning three distinct touchpoints: hotel room welcome drops for attendees, the main launch party, and an intimate pre-party influencer event.
The overarching theme centered on taking the new product "on the go"—positioning the Taming Wand as an essential beauty accessory for life in motion. I translated this concept into a cohesive visual language featuring custom map graphics, charming travel-inspired illustrations, and playful branding that elevated the product beyond haircare into lifestyle territory. The event transformed the Taming Wand into a must-have accessory, complete with customized embroidered purses that guests could personalize on-site.
I designed both large-scale environmental graphics that transformed the event space and intimate printed touchpoints that created memorable moments throughout the attendee experience. Deliverables included branded matchboxes, cocktail menus, custom mirror graphics, personalized stationery, an illustrated map of NYC featuring original artwork, branded cups with custom sleeves, and embroidery order forms showcasing illustration options for the personalized purses.
Each design element worked together to create an immersive brand experience that reinforced the product's positioning while delighting attendees with thoughtful, Instagram-worthy details at every turn.
MAIN EVENT PARTY
ROOM DROP SWAG FOR GUESTS
PRE-PARTY POP-UP CHARM EVENT
2024 — 2026
Sephora In-Store Events
FEATURED FIELD SALES POP-UPS
The Dae field sales team hosts in-store activation events for every product launch, providing hands-on product demonstrations and personalized haircare education to customers. These event kits include custom banners, beauty studio takeover graphics, directional signage, product display materials, and branded team apparel—all designed for easy setup across multiple locations while maintaining maximum visual impact. I carry through the creative motifs and visual language from each product's specific marketing campaign, ensuring brand consistency from digital advertising to physical retail activation.
