Amazon Upfronts 2025
Amazon Upfronts 2025 brought together a series of experiences across New York City, from its main presentation at the Beacon Theatre to Up Late, an after-hours celebration at the New York Public Library.
Working with the creative team at Sparks, my primary focus was Up Late, where I contributed to the development and execution of environmental graphics, custom signage, and branded installations throughout the venue.
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Working within Amazon's established brand identity and the Creative Director's overall vision, I helped shape the event's look and feel through graphic exploration, material research, and design development.
The approach was to balance Amazon's recognizable visual language with the atmosphere of an elevated, after-hours experience. Through bold typography, illuminated signage, reflective finishes, and dimensional brand elements, we created a cohesive graphic system that extended across the venue.
From large-scale fabricated installations to wayfinding and smaller guest-facing details, I worked to ensure each application felt consistent with the broader creative direction while responding to its unique scale, material, and environment.
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Experiential Graphic Designer (2D)
Agency: Sparks / Freeman
A few of my favorite spreads from the VidCon '24 guide – blending bold visuals with clear, engaging design to capture the event’s dynamic energy
Snippets from my VidCon '24 experience: from the buzz of the venue to behind-the-scenes fun, a quick mirror selfie, and, of course, the trusty all-access badge that made it all happen