Design Lead for The New York Times' flagship event, DealBook Summit, a live journalistic experience built on dense, high-stakes editorial interviews spanning politics, business, and technology.
I led the identity and visual system for The New York Times’ tentpole editorial event, DealBook Summit, from concept through launch spanning campaign, digital, environmental, run-of-show, and video. The challenge was building one system that could flex across audiences and surfaces without breaking: premium enough to drive ticket conversion for an executive audience, unmistakably NYT in tone and credibility, and still accessible to a broader readership. The sytem also had to be modular and production-ready able to absorb rapid content changes, tight timelines, and many stakeholders while staying clear, consistent, and trustworthy to multiple audiences.
I treated the identity as a reusable design system, translating dense editorial themes into a clear narrative framework and a set of components teams could apply across channels. I defined the core typography, layout logic, grid behavior, and templates then partnered with the NYT Newsroom, growth marketing, and event production partners to align on goals and constraints so the team could move fast without losing craft. I art directed work across web, email, social, and print to carry a consistent story from first touch to conversion, extending the system into the live environment through signage and on-site materials, and collaborated with video and production on storyboards and motion direction for on-screen continuity. Throughout, I led design QA and built repeatable workflows to keep everything accurate, on brand, and on schedule through launch.
My Role
Design Lead
Art Direction
Identity Design
Designer
Scope
Brand Identity
Print Campaign
Digital Marketing
Website
Onsite wayfinding
Onstage graphics
Video package
Team Members
NYT Events CD
Yenwei Liu
Designer & Prodcution
Oscar Saylor
Animation
Matt Eller
Copy
Matt Kaiser
OpenAir is a tech event hosted by Airbnb that brings together leaders, builders, and thinkers from across the industry to explore the questions shaping technology today and learn from one another.
Although the focus of this project was Open Air’s identity for this year’s event, I also needed to build an evergreen, flexible framework, consistent enough to carry across future years, yet modular enough to evolve so each edition feels fresh without becoming repetitive.
Process & Execution
I approached the identity as a reusable system by indtrocuing a mark, the asterisk, that was designed to be reconfigurable, allowing it to generate dynamic compositions across formats while maintaining a clear throughline across touchpoints. The asterisk was reimagined as an expanding, modular form that represents connection, learning, and shared growth. That same modular structure also enabled a year over year framework. Each event can introduce a new asterisk variant to signal a distinct annual edition, while staying within a cohesive, recognizable identity system.
My Role
Art Direction
Identity Concept
Designer
Scope
Brand Identity
Print & Digital Campaign
Presentation Design
Website
Team Members
Design Director
Ellen Peterson
VICE on Showtime is a documentary news series that follows VICE reporters as they investigate and report on global stories through an on-the-ground, immersive style.
Showtime’s VICE evolved the franchise into a slower, more reflective documentary format, creating a constraint: communicate the tonal shift without losing brand recognition. The work needed to feel unmistakably VICE for an audience that associated the brand with frenetic pacing and kinetic typography, while also setting expectations for a more considered, narrative-led experience.
Process & Execution
To bridge classic VICE with Showtime’s documentary style, we designed a rapid image sequence that builds momentum and resolves into a final reveal. This let the human element stay front and center while motion carried the brand’s edge, creating a flexible system that worked across campaign assets and on-air deliverables.
My Role
Designer
Creative concept
Scope
Visual Identity
Series Package
Season Trailer
Team Members
Art Directors
Amber Kushmenko
Jon Smith
Animaton
Brent Chesneak
Times Talks brings together voices from the arts, science, technology, politics, and business with New York Times journalists for a live conversation. I designed the the print, digital marketing and social applications for an event featuring film director Spike Lee.
My Role
Designer
Scope
Print Campaign
Digital Marketing Campaign
In Event Collateral
Team Members
Creative Direction
Bailey Kology
Stina Smith
Identity
Base Design
The brand identity for downtown Boca Raton’s first modern, all-glass building is anchored in an iridescent, pale blue palette that references the façade’s changing reflective light. The rest of the system with clean typography, generous whitespace, and a pared-back grid, stays intentionally simple to mirror the architecture and emphasize clarity across every touchpoint.
My Role
Designer
Scope
Print Collateral
Website
Print Campaign
Digital Marketing Campaign
Signage
Merchendise
Renderings and Photo AD
Signag
Team Members
Creative Direction
Chris Dixon
Art Direction
Rebecca Matt