Luminance
Master of Digital Media Showcase
Experience Design · Brand Identity · Strategy
Role
Creative
Strategy Lead
Timeline
4 Months
Jan - Apr 2025
Team
12 Students + Industry Partners
Audience
450 +
Attendees
Overview
Luminance was the program's first public showcase for the Master of Digital Media program at TMU. The event highlighted student innovation, creative diversity, and industry collaboration. The 2-day event included demo experiences, presentations and networking.
The Challenge
How do you create an event that represents 36+ diverse student projects while still feeling like one cohesive brand?
The showcase needed to embody the program's values of innovation, inclusivity and real-world impact. The goal was to create an engaging experience for students, industry partners and the broader TMU community.
My Process
01
Research
Reviewed previous showcases, interviewed classmates and faculty, and analyzed audience expectations to understand how visitors would experience the event.
02
Strategy & Concept
The concept Luminance became the foundation for the event identity. Inspired by the power of an idea, the theme represented the transition from academic research into public conversation.
03
Experience Framework
The concept informed every stage of the visitor experience, from exhibition layouts and way-finding to the environmental visuals. This created a consistent experience that balanced navigation with exploration.
04
Execution
The visual identity was applied across print, digital, and environmental materials. A consistent design system ensured every touchpoint felt connected. The result was a cohesive experience from arrival to exhibition.
Design System
The visual identity created a consistent framework that unified every touchpoint across the event. Inspired by the transition between dawn and dusk, the system balanced creativity with clarity while remaining flexible enough to support more than 30 unique student projects.
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Scalable Identity
The identity system was designed to support 36 unique student projects. A consistent visual language brought every exhibit together under one event brand.
Editorial Typography
A serif and sans-serif pairing balanced creativity with professionalism and uniqueness. A clear hierarchy improved readability across every touchpoint.
Colour Palette
A dawn-to-dusk gradient became the foundation of the visual identity. The palette reflected the event theme and created consistency across print, digital, and environmental materials.
Way-finding System
Signage was designed to support navigation throughout the venue. Consistent visual cues helped visitors move through the exhibition with ease.
Venue Experience
The venue was designed to be more than an exhibition space. Immersive installations, demo booths, and networking zones brought the vision to life. Every touchpoint encouraged exploration, conversation, and connection.
Impact
450 + Attendees
Brought together students, faculty, industry partners, and the wider community through a shared showcase of digital innovation.
36 + Student Projects
Showcased across disciplines including immersive art, esports, AI, AR/VR, sustainable fashion, and more.
Cross-Functional Collaboration
Coordinated with students, faculty, and external partners to deliver a cohesive experience across multiple teams.
Professional Development
Students received feedback, expanded their networks, and connected with industry professionals.
Reflection
Luminance reinforced that successful experiences begin with a clear strategy. Establishing a strong concept early created consistency across the entire experience, while collaboration led to stronger design decisions.
Key Takeaways
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A clear vision kept decisions consistent and the project moving in the same direction
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Balancing different perspectives required adaptability, open communication, and compromise
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Clear expectations and regular check-ins helped keep deliverables on track
Future Iterations...
I would introduce more structured feedback and project checkpoints throughout the process. This would improve team alignment while providing valuable insights to refine the visitor experience.
Fan Activation
Call of Duty Championships 2025
Experience Design · Engagement Strategy
Role
Experiential Strategist
Timeline
9 Months
Nov 2024 - Jul 2025
Team
2 Students + OverActive Media
Audience
15,000 +
Online & In Person
The Call of Duty 2025 Championships brought together thousands of fans, sponsors and top performers in the game. The event lasted four days with live competition and fan fueled excitement.
Working with OverActive Media, this project explored how fan engagement could extend beyond the competition. This was implemented through interactive activities, digital quests and sponsor integrations.
Overview
The Challenge
Can we produce equivalent engagement rates for fans across attendance formats and bridge the gap between virtual and physical experiences?
With fans engaging through different attendance formats, the goal was to create a connected experience that encouraged meaningful participation across both virtual and physical environments.
My Process
01
Research
Examined audience behaviours, attendance formats, and sponsor objectives to identify opportunities for engagement in comparison to existing precedents.
02
Strategy & Concept
The concept focused on creating a shared engagement model that allowed fans to participate regardless of how they experienced the event. The strategy encouraged fan participation through a system of interactive challenges, digital engagement, and rewards.
03
Experience Framework
The concept became a structured system of quests that encouraged participation through creativity, social interaction, and exploration. Digital and physical activities were designed to feel equally rewarding while supporting the same engagement goals.
04
Execution
The activation was implemented across digital and on-site experiences throughout Championship weekend. Close collaboration with OverActive Media ensured the experience remained consistent while responding to real-time event needs.
Engagement System
The engagement system was designed to align audience participation with OverActive Media's business objectives. By combining quests, rewards, and sponsor interactions, it created a seamless experience that encouraged participation throughout the event.
Audience Participation
Virtual and in person fans were given comparable opportunities to participate through equivalent quests, rewards, and progression paths.
Behavioural Design
Activities were designed around creativity, social interaction, exploration, and prediction to encourage different forms of participation.
Reward Strategy
Inspired by Call of Duty's progression system, fans earned both loyalty points and contest points to encourage repeat participation.
Sponsor Integration
Sponsors were incorporated into quests and activities to increase brand interaction without disrupting the fan experience.
Venue Experience
The activation combined the Ultra Elite Loyalty Program platform with on-site experiences to create a connected participation journey. Fans progressed through quests, interacted with sponsors, and earned rewards across multiple locations throughout the event.
Impact
661% Growth in Loyalty Program Signups
Exceeded adoption targets by designing a participation journey that encouraged fans to join the Ultra Elite loyalty program.
400% Increase in Engagement
Behavioural mechanics and layered rewards increased repeat participation across both digital and physical experiences.
15,000+ Fans Reached
Connected thousands of online and in person attendees through a cohesive activation spanning four days of championship competition.
Scalable Engagement Model
Developed a repeatable framework for integrating loyalty, sponsorship, and audience participation into future event activations.
Insights & Findings
Stakeholder Alignment
Worked closely with OverActive Media to identify their current pain points. Defined business objectives, sponsor priorities, operational constraints, budget allowance and success metrics.
Audience Research
Explored user motivations, behaviours, and barriers to identify opportunities for a more immersive and connected fan experience.
Industry Analysis
Evaluated loyalty programs, gamification mechanics, and fan participation models across esports and live events to identify best practices and opportunities for differentiation.
Core Insight
Fans wanted to be more than spectators, they wanted to feel like active contributors to the event. This insight shaped a connected experience that encouraged meaningful involvement while aligning with the client's business objectives.
Reflection
This research project shifted my perspective from designing individual interactions to designing systems that influence behaviour at scale. Every design decision was grounded in audience research, business objectives, and measurable outcomes.
Key Takeaways
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Design for Behaviour - Understanding why people participate leads to stronger experiences than simply adding more activities
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Balance Business and User Needs - The strongest experiences create value for both audiences and organizational objectives
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Build Systems, not just Campaigns - Flexible engagement frameworks can be adapted across future events while maintaining a consistent experience