SORAC 2024

Role: Creative Direction Consultant

As the lead on creative direction for the NRF’s premiere annual virtual event, the State of Retail & the Consumer (SORAC) 2024, I spearheaded the comprehensive branding and visual strategy. This multi-faceted project involved extensive planning and execution over several months, culminating in a seamless blend of pre-recorded and live-streamed content for a diverse audience of industry professionals.

Key Contributions:

• Event Branding: Developed and implemented a cohesive branding strategy that enhanced visibility and thematic consistency across all event stages.

• Graphic Design: Directed the creation of all event graphics, including invitations, digital collaterals, social media graphics, screen backgrounds, and printed materials, ensuring they aligned with the NRF’s vision and event themes.

• Studio Production: Collaborated closely with the production team to design and set up the live studio environment, optimizing the visual experience for both live and remote audiences.

• Video Production: Authored scripts for the entire video content, including speaker panels, opening and transition videos, and interview questions. Led the selection and direction of footage, ensuring high-quality production that conveyed the event's narrative effectively.

• Visual Elements for Broadcast: Managed the creative direction for dynamic lower thirds and speaker titles, enhancing viewer engagement and professional presentation of content.

• Reception Planning: Coordinated the post-event in-person reception, integrating visual elements from the virtual event to provide continuity and a cohesive attendee experience.