Experience Design / Project Leadership

For WCCO's Minnesota State Fair presence, I developed experiential concepts that brought the station's brand into a highly visible, community-centered environment while meeting sponsor and production requirements. Working with Toyota as a key partner, I translated strategic and sponsorship goals into an engaging physical experience, coordinating creative development, timelines, vendors, approvals, and execution. The project required balancing many competing priorities while keeping the audience experience at the center.

Worked with two sponsors to design and execute a physical brand activation at the Minnesota State Fair, creating environmental graphics, vehicle wraps, and large-scale signage that shaped audience engagement across high-traffic spaces. Coordinated production across sponsors and vendors to ensure seamless execution from concept through installation. Extended campaign visibility through off-site dealership placements, translating the experience beyond the fairgrounds.