Environmental & Experiential

Where brand becomes experience

I lead environmental and experiential design as a strategic extension of brand - shaping how people move, feel, and connect in physical space.

Clinic Environments

A scalable environmental system designed to localize a national healthcare brand.

Challenge

Clinic interiors varied widely in tone, quality, and clarity - creating an inconsistent patient experience across locations and weakening the emotional impact of the brand.

Role

I partnered with brand leadership to help translate a new brand direction into physical space, shaping how the PT Solutions identity would be experienced inside clinics.

Approach

I developed a modular environmental system built around the adaptable statement “Keeping [City] Unstoppable,” paired with a subtle pattern inspired by muscle fibers. The system balanced national consistency with local relevance, enabling scalable rollout across hundreds of clinics.

Company
PT Solutions Physical Therapy

Year
2025

Improving visual consistency across regions

Clinic interiors varied widely in tone, clarity, and quality - resulting in uneven patient experiences and diluted brand recognition across locations.

Patients encountered vastly different environments depending on location, making it difficult to build consistent trust in the brand.

Designing for real spaces

The goal was not to decorate clinics, but to translate brand values into spatial experiences that felt calm, clear, and human.

Existing architecture
Legacy interiors
High operational demands

System designed to overlay reality

Rather than redesigning clinics from scratch, the system was built to layer onto existing environments - working with what was already there.

Before

Proposed

Before

Proposed

Before

Proposed

Environmental System Foundations

Rather than dictating layouts, the system defined a shared set of rules to ensure clarity, consistency, and longevity.

A repeatable message framework adaptable by location
A disciplined color hierarchy to anchor the environment
Pattern rules that flex with architectural constraints
Standardized brand and partner attribution
A hierarchy of wall types to guide placement decisions

Adaptability as a core feature

This system was designed to flex across hundreds of unique spatial conditions without losing coherence.

Designed to roll out in phases, the system flexes to fit each clinic’s unique footprint while maintaining a calm, human-centered experience. It creates clarity and cohesion over time - allowing the brand to show up consistently as each environment evolves.

Tampa Bay Buccaneers Partnership & Experiential Activations

Experiential brand moments designed for high-energy, high-visibility environments.

Challenge

PT Solutions needed to establish a meaningful presence within a fast-paced professional sports environment, standing out amid noise, crowds, and competing brands while remaining credible, on-brand, and emotionally resonant.

Role

I led the creative direction of multiple on-site activations, shaping how the brand appeared in physical spaces and how fans interacted with it.

Approach

I designed immersive, interactive brand moments - from themed photo booths and backdrops to giveaways and custom signage - using storytelling and environmental design to turn brief encounters into memorable experiences.

Company
PT Solutions Physical Therapy

Year
2025

Designing for live environments

This work wasn’t about static displays - it was about designing for movement, interaction, and unpredictability.

Key considerations included:

High foot traffic and limited dwell time
Shared brand space with a professional sports franchise
Weather, setup speed, and repeatability
Designing for participation, not just visibility

The system in action

A modular experiential system allowed the brand to flex across multiple touchpoints while staying cohesive:

Repeatable message frameworks adapted for sports culture
Modular tent graphics and backdrops for fast setup
Interactive photo moments designed to invite participation
Branded giveaways that extended the experience beyond the event

Human moments as the measure

The success of the activation wasn’t just visual - it showed up in how people engaged.

Fans didn’t just pass by; they stopped, participated, laughed, and took something with them. The environment made space for connection without feeling overly produced or precious.

The past several seasons’ activations translated PT Solutions’ brand into a live sports environment - balancing energy and approachability with credibility and consistency.

They proved the brand could show up confidently beyond the clinic, meeting people where they already are.

A modular environmental system designed to support both high-volume discovery and high-intent recruiting within a fast-paced conference environment.

Challenge

PT Solutions needed to create a cohesive brand presence across a sprawling, high-traffic conference environment - while supporting two distinct types of interactions at the same time: public discovery and private, high-intent recruiting. Both experiences needed to feel purposeful, emotionally aligned, and unmistakably part of the same brand.

Role

I led the visual and environmental expression of the brand across both spaces, designing the environmental graphics, immersive backdrops, and motion content that shaped how attendees encountered and interpreted PT Solutions.

Approach

I designed a modular visual system that could flex across two experiential modes while maintaining a unified brand presence.

Public Discovery Space: bold, energetic, fast to read
VIP Recruiting Space: warm, human, intimate
Offsite Activation: emotional extension of the system

Each space used the same core visual language - color, typography, pattern, and motion - tuned to support its specific function.

CSM Conference Environments

Company
PT Solutions Physical Therapy

Year
2022

Spaces with Intent

This wasn’t a single space - it was a series of intentional moments, each designed to support a specific type of interaction, from fast-paced discovery to deeper, more personal conversations.

Entry zones were designed for immediate clarity - high contrast, large type, and fast readability.

Zones were arranged to reduce friction and invite movement rather than block it.

Designed for Connection

This environment was designed to support real human interaction - lowering barriers, inviting conversation, and creating moments of genuine connection.