roles: design | event planning | creative strategy & direction

12-hour student design challenge


Armed only with an event name and broad concept, lead the development of an annual competition that unites the St. Cloud area's large student population with nonprofits in need of marketing and design assistance.


After confirming large items such as a venue and sponsor and determining overall logistics, I set forth on creating an overall visual concept. Honing in on the name of the event, I arrived at a trophy concept of a geometric hourglass. The hourglass concept was realized in both physical form as a traveling trophy and on all marketing materials. The trophy itself became a covetable object for the winning team, year to year.

2014 winning team and Ad Fed organizers.

2015 winning team and Ad Fed volunteers and organizers.

The larger of the trophies stays with the winning team's college for the following year, while the mini versions go to each team member.

Each team presents to an audience of peers, professionals, family and friends, and the judging panel of five area marketing and design professionals.

Creative brief development

Working directly with the nonprofit, I oversaw and wrote thorough creative briefs for the teams to work from throughout the day. View the 2014 brief or 2015 brief.

For the first two years of this event, I oversaw all event-planning including communications and marketing as well as the concept for the trophy and the accompanying poster. In addition, on the day of, I served as a mentor to several teams and emceed the presentations and award ceremony.

Work done as programming chair for the Central Minnesota chapter of the American Advertising Federation

/ interjection / scandinavian

1 You’ve just taken in a lot! Some would call it “the end.” I, however, call it “the beginning” — perhaps of something beautiful. Let’s find out together.