envn festival by adidas
the ‘it girl’ club
At Brooklyn’s ENVSN Festival, we transformed the outdoor grounds into the ultimate “IT Girl Club,” a fully immersive brand takeover designed to spark play, creativity, and self-expression. Guests stepped into a school-day nostalgia shoot with sky-blue backdrops, leaving with custom photo ID cards, and then explored a series of bold, interactive buildouts: a giant tic-tac-toe table, Instagrammable photo moments, and a sneaker-making station led by real Adidas designers.
Inside, the experience continued with a faux dorm room-style session decked out in retro Y2K furniture, custom locker-inspired dressing rooms, and an embroidery station where guests personalized exclusive “members only” apparel. Every element—from the environments to the surface skins—was custom-designed to bring the IT Girl universe to life.
The activation quickly sold out, generated organic press in Teen Vogue, and fueled waves of guest-created content. For one day in Brooklyn, being an IT Girl wasn’t just a look—it was an experience.
My Contribution
As Art Director, I worked directly with Adidas stakeholders and our internal leadership team, attending weekly client meetings to align creative direction with business goals. Partnering closely with the CFO, strategists, and project managers, I helped translate the client’s vision into a fully fleshed-out creative concept infused with unique cultural touchpoints and unexpected details that made the activation stand out.
From the ground up, I established the event’s visual identity—starting with mood boards and references, then refining those into original concepts that became the official look and feel. I developed a comprehensive style guide in real time, ensuring the identity could flex across every asset, from large-scale murals and custom build-outs to small-format print collateral, swag, and apparel. This system created a cohesive but never repetitive brand presence, where every detail was designed with intention.
My role spanned concept through execution: mocking up assets for pitch decks, leading the design of digital and print collateral, directing custom experiential build-outs, and collaborating with vendors to secure approvals and maintain quality standards. Onsite during installation, I ensured that every element was produced and executed above expectations, maintaining consistency across environments while troubleshooting in real time.
In short, I was hands-on at every stage—from setting the creative foundation to ensuring flawless delivery of the finished experience.
TEAM
Art Director: (Myself)
Executive Producer/CFO : Stephanie Middleton
Production Company: Do What You Love Productions
Client: adidas, ENVSN
signage
& collateral
I extended the event’s visual identity into all environmental signage and printed collateral, ensuring consistency across every guest touchpoint. To manage this, I built out a flexible event style guide that defined how the look and feel applied to different signage needs—such as directional signs, schedule boards, and wayfinding.
This system also extended into branded swag and interactive moments. I designed graphics for the “Network & Chill” fan wall, custom-branded ice pops, canned waters, and event mocktails, giving each activation its own personality while still tying back to the larger IT Girl Club aesthetic. Additional branded items included composition-style notebooks and the custom ID badges produced onsite during the school-day photoshoot experience.
By approaching signage and collateral as an extension of the buildouts, I created a holistic visual language where every detail—from the largest wall wrap to the smallest notebook cover—reinforced the event’s identity.
Building out nostalgia
I was responsible for both art directing and executing the entire buildout design, from concept through production. I began by creating a Pinterest board that evolved into a detailed moodboard, pulling inspiration from Gen Z’s obsession with early 2000s nostalgia—think Disney Channel–style lockers, scholastic textures like grid paper and erasers, and playful, posed photography that felt like a teen’s DIY bedroom photoshoot. Layered with energetic font pairings and bold visual cues, this became the foundation of the event’s look and feel, which I pitched internally and refined with the team.
From there, I translated the vision into high-fidelity design mockups for every single environment and buildout. Working in Photoshop and Illustrator, I skinned walls, developed a custom “Swinging Pretty” swing set, designed the entire sneaker customization zone, and crafted the immersive faux dorm room that transformed half of the interior space. I also designed a custom-branded ice cream truck, complete with packaging for one-of-a-kind Adidas popsicles—a playful, unexpected touch that became a guest favorite. Every detail—from murals to structural surfaces—was designed by me.
Once the creative direction was approved, I built out all the print-ready files, working directly with vendors to ensure accuracy and feasibility. This meant handling the technical mechanics of production: scaling artwork to architectural dimensions, accounting for material constraints, and delivering files that aligned to each physical element to a tee.
The result was a cohesive, vibrant environment where every single design element—from large-scale builds to the smallest surface details—was concepted and executed by me.
custom swag
We concepted and created custom swag that extended the IT Girl Club identity into tangible takeaways for guests. I designed the graphics and applications for each item, ensuring they matched the overall look and feel of the event.
This included exclusive apparel pieces available at the on-site embroidery station, composition-style notebooks, custom ID badges, and branded treats like ice pops, canned waters, and mocktails. Each piece was crafted to feel like a natural extension of the activation—playful, collectible, and designed with the same level of detail as the buildouts themselves.
