Experience strategy and creative direction
I work with architecture firms, experiential design firms, and institutions to win work, define projects, and bring experiences to life. I connect institutional purpose, audiences, and narrative with spatial, media, and interactive design. Engagements can focus on a specific challenge, cover a defined project phase, or provide ongoing creative leadership.
01Winning the work
Engagements
Pursuit support
Give a high-stakes pursuit a distinctive, credible proposition. Develop the creative argument, demonstrate it through experience concepts, and shape a persuasive pitch.
Deliverables
- Pursuit proposition and concept package
- A distinctive creative argument with demonstrations of the proposed experience.
- Pitch and interview narrative
- A persuasive sequence that connects the opportunity, ideas and team.
02Defining the project
Engagements
Experience definition and conception
Translate leadership priorities and competing ambitions into a clear direction for design. Resolve unclear or contested briefs and untangle possible approaches.
Experience program development
Connect visitor journeys, narrative, and experience possibilities to spatial and infrastructure decisions that shape the experience, especially before architectural choices foreclose them.
Big idea development
Drive teams toward an a central emotional idea and make it tangible through encounters people can enter and participate in.
Institutional and brand narratives
Work with institutional leadership and design teams to connect institutional goals, purpose, and mission to relevant audiences and stories.
Deliverables
- Refined project and creative briefs
- The actual challenge, priorities, constraints and decisions the work must address.
- Leadership interviews and stakeholder synthesis
- Workshopping and synthesis of shared ambitions, disagreements and implications for the project.
- Interpretive framework
- Learning goals, interpretive themes, and messages that establish what the experience should communicate.
- Narrative architecture
- Story hierarchy, sequence, and relationships across environments, galleries, sites, and touchpoints.
- Visitor journey and spatial framework
- Routes, sequence, zoning, adjacencies and key moments.
03Making it happen
Engagements
Creative direction and leadership
Add senior creative leadership for a project, a defined phase, or an ongoing relationship. Lead creative direction and client conversations, support creative directors across projects, and help teams make consequential decisions. Work with firm leadership to put creative capacity where it is needed most while giving teams the direction and support to do their best work.
Multidisciplinary team alignment
Unify narrative, brand, space, media and diverse contributors. Establish shared creative intent while making room for distinct disciplines, sites and artistic voices.
Deliverables
- Big idea articulation and presentation
- Compelling expression of the central emotional idea developed into persuasive presentation.
- Signature experience concepts
- Iconic experiences and visitor encounters, expressed through concept studies.
- Visitor journey development
- The journey developed moment by moment: what visitors see, do and feel in each space, and how each experience builds on the last.
- Participatory experience design
- Roles, actions, and sequences that make participatory experiences effective.
- Evaluation and experience testing
- Testing approaches and test plans for learning how concepts will create real-world impact.
