As Creative Director for Spotter Showcase, I led the creative direction for Spotter’s first upfront style event in New York City, bringing creators, brands, agencies, and industry leaders together in one experience.
The challenge was creating an identity that could bring the event together without competing with the creators at the center of it. With a wide range of personalities, content, and visual styles sharing the same stage, the system needed to create consistency while leaving room for each creator to feel distinct.
We intentionally kept the visual language simple and cohesive, establishing clear rules around typography, color, composition, and motion while allowing creator photography and video to take the lead. The system was designed to frame the creators, not compete with them.
That approach gave us a flexible foundation that could move between creator storytelling, business presentations, data, entertainment, and brand moments while still feeling like one cohesive Spotter experience.
I led the system from concept through execution, partnering with our events and production leads, internal teams, and external partners to translate the identity across the full experience.
The challenge was creating an identity that could bring the event together without competing with the creators at the center of it. With a wide range of personalities, content, and visual styles sharing the same stage, the system needed to create consistency while leaving room for each creator to feel distinct.
We intentionally kept the visual language simple and cohesive, establishing clear rules around typography, color, composition, and motion while allowing creator photography and video to take the lead. The system was designed to frame the creators, not compete with them.
That approach gave us a flexible foundation that could move between creator storytelling, business presentations, data, entertainment, and brand moments while still feeling like one cohesive Spotter experience.
I led the system from concept through execution, partnering with our events and production leads, internal teams, and external partners to translate the identity across the full experience.
Spotter's business can be difficult to communicate through traditional event graphics alone. Rather than simply telling guests about the breadth of the creator ecosystem, we looked for ways to let them experience it.
The Creator Marketplace translated creator businesses into a familiar retail environment, allowing guests to physically browse products and brands built by Spotter creators. The decision turned an abstract business story into something immediate, recognizable, and participatory.
The Creator Marketplace translated creator businesses into a familiar retail environment, allowing guests to physically browse products and brands built by Spotter creators. The decision turned an abstract business story into something immediate, recognizable, and participatory.
The stage had to support radically different modes of communication throughout the day, from creator stories and entertainment to business strategy and data, without requiring a new visual language for every segment.
I established a presentation system with enough structure to make the entire program feel connected, while allowing typography, imagery, data, and creator content to shift in hierarchy depending on the story being told.
The goal was not to make every slide look the same. It was to create enough shared logic that every presentation felt like it belonged to the Spotter Showcase.
I established a presentation system with enough structure to make the entire program feel connected, while allowing typography, imagery, data, and creator content to shift in hierarchy depending on the story being told.
The goal was not to make every slide look the same. It was to create enough shared logic that every presentation felt like it belonged to the Spotter Showcase.
