Experience Design
Luminance
Master of Digital Media Student Showcase
Objective
Develop a visual identity and creative direction for Luminance, the program’s first 2-day public showcase at TMU. The event needed to highlight the breadth of student innovation while symbolizing the milestone of visibility and transition for the program. Project streams on display included thesis, startup and industry partnerships.
Role
Creative Strategy Lead:
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Led concept development for thematic and brand identity
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Shaped storytelling, design language and attendee experience
Process
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Created the concept of Luminance to embody light and visibility, representing creativity and diverse perspectives
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Designed a showcase environment with demo booths, networking zones, and conference-style presentations to reflect the program’s interdisciplinary nature (immersive art, esports, applied AI, AR/VR, sustainable fashion, etc.)
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Collaborated with industry partners (City of Toronto, Little Canada, Overactive Media, TMU) to emphasize real-world impact and professional relevance
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Directed visual identity and event narrative to ensure cohesion between theme, execution, and audience experience
Outcome
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Successfully launched TMU’s first-ever two-day public showcase, featuring 36+ projects from students across 15+ countries
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Attracted approximately 450+ audience members including online and in-person attendance
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Established the program’s reputation as a hub for innovation and cross-disciplinary creativity
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Positioned Luminance as both a visual metaphor and a brand statement, making student talent visible, radiant, and impossible to ignore!
Visual Identity
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The name Luminance was chosen to embody both light and visibility, shedding light on the creativity, innovation, and diverse perspectives of our students. Just as dawn and dusk mark moments of transition, the showcase represented a milestone for the program: the first-ever 2-day public event of its kind, hosted in one of TMU’s largest venues.
Print Material
Describe your image
Describe your image
Describe your image
Describe your image
Describe your image
The showcase itself embodied this idea of illumination. For the first time, the program presented a two-day public event in one of TMU’s largest venues, featuring 36+ projects from students across 15+ countries. Designed with demo booths, networking zones, and conference-style presentations, the event highlighted the range of disciplines within the program: immersive art, e-sports, applied AI, AR/VR, sustainable fashion, and more.
By collaborating with industry partners such as the City of Toronto, Little Canada, Overactive Media, and TMU, students demonstrated how their work could extend beyond the classroom and into real-world impact.
Luminance, in this sense, captured more than a visual metaphor: it symbolized the act of making student talent visible, radiant, and impossible to ignore.
Venue Photos
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Fan Activation Experience
Call of Duty Championships 2025 - Hosted by OverActive Media
Objective
Create an interactive experience that connected fans with sponsors and the CDL community, while delivering measurable value against engagement KPIs.
Role
Experiential Strategy Lead:
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Supporting Partnerships and Events team in design, coordination, and sponsor deliverables
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Designed virtual and in person gamification elements
Process
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Conceptualized and designed hybrid activations, combining on-site and digital experiences
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Utilized fan profile analytics, sponsor insights, and incremental data sources to tailor the experience to audience preferences
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Coordinated with on-ground teams for loyalty program sign-ups and experiential activations
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Collaborated with sponsors to deliver exclusive rewards and incentives, driving participation rates
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Ensured execution was on time, within budget, and aligned with partner expectations and event performance
Outcome
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Delivered a seamless hybrid activation that drove participation both in-person and online
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Enhanced sponsor value through exclusive, branded experiences
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Measured success with strong attendance and sign-up metrics, showcasing the power of integrated event strategy
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Catered to over 15,000+ attendees over the 4 days
Deliverables
The slides is the final thesis 5 minute presentation deck with key takeaways. There is a detailed description of quests, points and KPI target categorization in the document on the left - taken from the 100 page thesis paper we had written for this final project. On the right are the two main graphics used at our Ultra Elite Loyalty Program booth to explain the concept and instructions for participation during the event.
Venue Photos
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