Visit Milwaukee

For Visit Milwaukee, I conceptualized and designed an immersive exhibition space that brought the city's personality, culture, and hospitality directly to the trade show floor. Inspired by Milwaukee's industrial character and welcoming spirit, the environment combined contemporary architecture, open gathering spaces, and bold branded elements to create an experience that invited visitors to explore, connect, and discover. The goal was simple: make Milwaukee stand out in a sea of conventional booths by creating a space people actually wanted to spend time in.

I led the creative concept and hands-on design development, including 3D modeling, spatial planning, and the detailed design and technical schematics for a large-scale, custom neon-inspired Milwaukee sign. From the architectural structure and branded environments to the placement of furnishings, lighting, and interactive spaces, every element was considered as part of a cohesive experience. The project brought together my interests in branding, environmental design, and experiential storytelling, demonstrating how a destination's identity can move beyond traditional graphics and become something people can physically experience.