Director of Brand Experience

"Joel has more ideas in one minute than most people have in a lifetime" perfectly describes my work as the Director of Brand Experience for West Virginia University (WVU). This was a new and unique role for WVU, and I was excited to help create a living, breathing experience of the brand to educate and market who we are as an institution. My portfolio was extensive, and no task was too small or too big.

During my tenure, we operated as an in-house agency, producing everything ourselves, including serving as our own general contractor for all trade show and educational activations. From shipping 8,000 pounds of freight to creating custom foam letters and unique magnetic ball run walls, we accomplished it all. I was involved in anything related to recruitment, outreach, or marketing events, using my creativity to position the brand as a lifestyle entity that awards degrees. For me, it was about showcasing the tactile and immersive experiences behind education.

WVU 150 Celebration Art Direction and Production

WVU 150 Celebration Art Direction and Event Production

WVU 150 Celebration Creative Direction and Concept Development

WVU Welcome Week Event Overhaul and Creation

WVU Intel Science and Engineering Hands-On

WVU Viral First Ever Environmental Graphics

WVU Prt and Black Bears Minor League Promotion Concept and Design

WV State Fair Event Propping and Staging Design

USA Science and Engineering Booth - Lego City

WinterFest Event Creation and Creative Direction

Coca-Cola Refesh Student Activities Programming

University Wide Name Tag Creation and Implementation

Iconic Cookie Prop Creative Direction and Production

On Campus Event Production and Direction

On Campus Event Production, Design and Direction

Director of Brand Experience

University Events and Experiences

Welcome Week