The objective for L.A. Live’s 66ft. Christmas tree was to design a high-impact, iconic holiday centerpiece that would energize a major urban plaza and attract large crowds. I conceptualized a towering Christmas tree with dynamic ornament patterns, illuminated garlands, and branded base elements. The completed installation delivered large-scale spectacle, enhanced the skyline, and became a seasonal destination for visitors.

With the objective to transform the mall atrium into an immersive North Pole experience centered around Santa photos and holiday storytelling, I developed a cohesive environment with architectural facades, oversized ornaments, layered signage, and a warm focal backdrop. The final installation created a vibrant, family-friendly setting designed to drive engagement and capture memorable moments.

One project where I helped push a brand’s visual identity forward was a holiday campaign for the city of Deer Park, Texas, centered around a custom Christmas mascot named Tex. I was responsible for illustrating and developing Tex from initial concept through final execution, establishing his personality, visual style, and how he would exist across different formats.

Rather than creating a single illustration, I helped define a cohesive visual identity around the character that could scale across multiple touchpoints. My work directly influenced how Tex was used in the broader campaign, which expanded into a city-wide narrative. The character was ultimately brought to life through large-scale installations, including a 12-foot illuminated photo opportunity, as well as merchandise such as a plush and a storybook.

As a result, Tex became a central storytelling element for the city’s holiday experience, creating a more cohesive, engaging, and memorable brand presence across both physical and narrative spaces.