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 stage.
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
Building the company-wide PowerPoint template
After designing the keynote presentation for FreeWheel’s industry conference, I refreshed the company’s general PowerPoint template to align with the new branding I had developed. The template introduces a broader range of slide options and layouts, all designed to capture the look and feel of FreeWheel’s latest brand campaign.
The redesign emphasizes modernity and refinement, drawing inspiration from Swiss design principles and Apple’s clean, intentional aesthetic.
To ensure the template met real user needs, I analyzed how employees use PowerPoint—from pitch decks to internal standups—and tailored the design accordingly by:
Developing new layouts and containers to organize information better
Replacing outdated imagery with flexible, ambient backgrounds
Providing clear guidelines for incorporating iconography
Refining typography to support longer titles and stronger cover slides
Refreshing stock photography to better reflect our consumer base
Generating a plethora of options for users to mix and match while staying on brand
Services:
Presentation design
Accessibility design
Design education
Layout
Photo editing
Tools:
Microsoft PowerPoint
Adobe Illustrator
Adobe Photoshop
Creating variations in color (light, medium, and dark), layout, and stock photography to give users the freedom to choose what works best for their use case
Playing with overlays and graphic elements
Introducing more modular slides with stronger containers and iconography to discourage employees from making slides with too much body copy
Adding depth with shadows and transparency, introducing rounded squares, and balancing asymmetry with alignment
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.
Services
Data representation and chart design
Graphic design and layout
Photo manipulation and editing
Presentation design
Social media graphics design
Tools
Adobe InDesign
Adobe Illustrator
Adobe Photoshop
Microsoft PowerPoint
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.
All animations loop—often with the music looping as well—to give a seamless experience on social media feeds.
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 and 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.
