Designing a flagship adtech conference with a bespoke look
FreeWheel’s Premium Programmatic Summit brought together adtech industry executives and key players for a day of product announcements, insightful panels, interactive breakout sessions, and networking in New York City. For the fourth annual summit, I owned the design from start to finish and established a new look and feel, bringing in a modern, Swiss design-inspired take to our established brand.
The major moments of the redesign centered on the event landing page and the welcome presentation by FreeWheel’s EVP and General Manager. This presentation kicked off the summit to a buzzing room of over 300 people, and I designed a highly polished keynote full of splashy numbers and clever animation elements, and stretching 80 feet across the main screen.
Services:
Creative direction
Web design
Motion graphics
Large-format print design: walls, window wraps
Small-format print design: directional signage, name badges, notebooks, tabletop signage
Marketing design: emails, social media graphics
Presentation design
Tools:
Adobe Illustrator
Adobe Photoshop
Adobe After Effects
Microsoft PowerPoint
Splash (event website builder)
Hubspot
Presenting data and insights in an industry report
To breathe new life into an established design system, I focused on gathering a collection of imagery that not only speaks to the FreeWheel brand but also has a cohesive theme: a splash of light against a dark scene, with dynamic movement that nods to the big idea of “delivering on streaming,” moving forward, and evolving.
From abstract light paintings, to photos of winding mountain roads at sunset, to images of glowing screens illuminating a face, all of these visuals were meticulously manipulated in Photoshop and laid out via InDesign to help the reader digest the copy, data, and charts. The visual theme of everything ties the report together on a subconscious level.
Tools
Adobe InDesign
Adobe Illustrator
Adobe Photoshop
Microsoft PowerPoint
Services
Data representation and chart design
Graphic design and layout
Photo manipulation and editing
Presentation design
Social media graphics design
Building a motion graphics vocabulary for 2024’s holidays
As a graphic designer at FreeWheel’s in-house creative team, I support all marketing, brand, and client-facing functions. Over the course of 2024, I owned the social media graphics project, creating nearly 100 animated and static assets for FreeWheel's social channels to honor 16 holidays and five heritage months.
I enjoyed pushing the boundaries of our design system by doing an extensive creative exploration for every sub-project and pitching hundreds of concepts within our bauhaus/geometric style. Since FreeWheel is a Comcast company, I strengthened my skill in balancing brand guardrails with new and fresh directions. With animation, I experimented extensively and referenced Disney/Pixar to add character animation and movement throughout.
Services:
Graphic design
Motion graphics
Mockup design
Tools:
Adobe Illustrator
Adobe After Effects
Envato Music
When honoring cultural heritage months, I focused on celebrating diverse and diasporic experiences without erasure and generification. My thorough research in the cultural context not only brought me to new and exciting visual directions, but it also gave me knowledge that I could share with my team, providing a deeper understanding for everyone involved.
Designing every day for 60 days
The self-imposed design challenge:
Design something every day for 60 days.
Experiment with new techniques and typography.
Publish it.
For the content of each graphic, I referenced films, books, songs, friends, and anything I was feeling on that particular day.
Creating content for a French restaurant in the Arts District
Bon Temps is an all-day, Californian-French brasserie in a tricky neighborhood. The Arts District in LA has low walkability, and it can look like a ghost town. The restaurant needed marketing strategies and content that enhanced the feeling of community and encouraged the neighboring residents and office employees to make Bon Temps their go-to spot. I worked with the restaurant and marketing team to create more human-centric content on both digital and print platforms.
Bon Temps is now closed. Please see the archived website work at Use All Five.
Tools:
Adobe Photoshop
Adobe Lightroom
Instagram
Services:
Graphic design
Photography and photo editing
Social media management
Copywriting
Research and analytics
“Bon Temps” means “good times,” a sentiment and phrase that is referenced throughout. Using FaustLevito’s branding and Use All Five’s web development, I play with the signature arrow, type logo, thematic border box, occasional monochromatic editing, and colors to create consistent and creative content.
To create stronger familiarity between the patrons and the staff behind-the-scenes, I conceptualized and fully executed a series of features. They highlight the talented and hardworking people who work alongside the already well-known chef/owner Lincoln Carson. For each feature, I interviewed, photographed, and designed an Instagram Story and grid post based on the guiding question: “What do ‘good times’ mean to you?”
I get a rush in these projects—I get to return to my journalism roots and ask strangers questions. I thrive when I can help my subject feel more comfortable in front of the camera and in sharing their thoughts. I use varying interview techniques, my genuine extroversion, and photography to share the wisdom of those who are comfortable out of the spotlight.
