Think Bigger ’25

Few projects test design at this scale. Creating the 𝐛𝐫𝐚𝐧𝐝 𝐢𝐝𝐞𝐧𝐭𝐢𝐭𝐲 𝐟𝐨𝐫 𝐅𝐢𝐝𝐞𝐥𝐢𝐝𝐚𝐝𝐞’𝐬 𝐓𝐡𝐢𝐧𝐤 𝐁𝐢𝐠𝐠𝐞𝐫 2025 was one of them.

I was invited to design the ID and contribute to the art direction of an event that brought together over 4000 guests to celebrate innovation and excellence. The goal was to redefine the look and feel of this bi-annual event and develop a visual concept that could live across screen, stage, and motion.

The idea explores the relationship between light, technology and space, using transparent structures, reflections, and controlled light to express advancement and digital fluency. The result is a flexible system that performs consistently across live and digital environments while amplifying the event’s scale and energy.

Fun fact: the five 8-ton vertical transparent LED screens on stage were suspended with a motorized system that opened and closed dynamically during the show, a technical highlight that mirrored the concept of light and transformation.

Watching a production of this scale come to life is profoundly rewarding.
Collaborating with teams of this caliber is both an honor and a privilege, and a reminder of why I love working in this industry!