CUSTOM ILLUSTRATED WAYFINDING

Led the creative direction for an integrated guest experience strategy, designing a cohesive brand ecosystem across digital and physical touchpoints. Developed custom wayfinding and environmental graphics as part of a holistic summit experience that transformed Austin into an immersive wellness destination, seamlessly guiding 500+ attendees through curated programming while reinforcing Goop's premium lifestyle positioning.

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GRAPHIC IDENTITY AND ILLUSTRATION

Conceptualized and directed the visual brand identity system for Goop's inaugural wellness summit, establishing design standards that balanced premium positioning with organic, approachable aesthetics. Oversaw the creative development of all branded touchpoints—from event collateral to environmental graphics—ensuring cohesive brand expression that elevated the attendee experience and reinforced Goop's authority in the lifestyle wellness category.