Tasked by the AIA (American Institute of Architects) Tennessee board to develop all visual media for its 2016 convention, I led the art direction and execution of the entire promotional campaign for the annual event. Granted total artistic freedom to conceptualize our collaboratively chosen theme of "IMPACT," I leaned into my architectural background to develop a narrative focused on how design actively shapes the urban fabric of our cities.
To bring this to life, I directed a conceptual photographic series that visually positioned the letters of "IMPACT" as built elements protruding through sheer fabric to represent how design alters the urban landscape. The board approved the concept instantly on the first pitch, setting the foundation for a comprehensive campaign across digital platforms, print collateral, and promotional materials.
Building on that momentum, I later collaborated with River City Company to develop the brand identity for a public installation series and design competition titled "Passageways" in connection with the AIA convention. This initiative focused on the untapped potential of neglected, dark urban alleyways to fulfill infill programmatic needs, transforming them into vibrant, active environments for public enjoyment. Guiding the artistic direction, I designed a brand mark that highlighted the three "A"s in "Passageways." This typographic choice visually reinforced the project's intent and mirrored the three "A"s in the tagline I developed: "Activating the Urban Alley through Architecture." The initial program proved so successful that it expanded into an international design competition for the following year, known as Passageways 2.0.
Living Poster Cinemagraphs: Designed to engage the public, this series of cinemagraphs addresses the ongoing friction between the natural and built environment. The natural elements are kept in constant motion while the urban landscape remains frozen, a visual reminder that nature ultimately dictates what our environment needs.
