"Chutzphah Girls" art exhibit on 6' wooden displays, Women's Philanthropy Annual Meeting
Many campaigns required deeper engagement than traditional communication could deliver—particularly when educating donors and participants about mission impact, global initiatives, and complex organizational work.
How could storytelling become participatory rather than instructional?
I treated engagement itself as a design material—extending brand systems into spatial, tactile, and interactive formats.
Designed and hand-built large-scale display and flip-box installations
Developed interactive source books featuring puzzles and layered discovery
Created environmental graphics and experiential campaign elements that encouraged exploration
As a symbolic throughline, I occasionally introduced subtle friction—such as tilting the Federation icon—to disrupt passive viewing. That small shift invited physical adjustment and reinforced the broader goal: interaction over observation.
Rather than breaking brand rules, these interventions demonstrated how a brand can behave dynamically while remaining cohesive.
For NEXTGen Detroit’s 2024 EPIC event, Destination EPIC, I created a fully immersive, travel-inspired brand system celebrating four global regions of Jewish culture.
The experience began with a multi-layered invitation that unfolded into different compositions—revealing boarding passes and ultimately transforming into a poster. That narrative extended into the event environment, where guests received passports stamped at each regional installation, navigated large-scale suitcase builds, and engaged with themed signage and interactive touchpoints.
From invitation to environmental design, the system carried a cohesive story across every surface—turning theme into participation.
I personally designed and fabricated the large-scale suitcase installation, overseeing concept through physical execution to ensure the experience translated seamlessly into space.
These experiential systems transformed complex information into memorable interaction. Audiences engaged with content more deeply, lingered longer in installations, and connected emotionally with the organization’s global work.
The result was not just awareness—but participation.
