About the Project

As part of the renovation of Virginia Tech’s historic War Memorial Hall, I led the design and implementation of a large-scale experiential branding project that now lives permanently throughout the facility.

The project included the creation of 20+ environmental graphics designed to enhance the atmosphere, tell the story of well-being, and visually connect visitors to the building’s purpose and identity. These installations range from large-format wall graphics to branded visual moments that activate key spaces within the facility.

Project Scope

This initiative was developed on an accelerated timeline after receiving architectural plans in October 2023. In fewer than six weeks, I concepted, designed, prepared, and delivered production-ready files for every piece — managing both the creative direction and the logistical execution of the project.

Responsibilities included:

• Leading the overall visual strategy for the space
• Designing all environmental graphics from initial concept through final production files
• Coordinating approvals and revisions across university stakeholders
• Managing sizing, material considerations, and installation preparation in collaboration with vendors

Creative Approach

A defining element of the project was the use of authentic, in-house imagery. Working alongside an exceptional team of student content creators, we captured photography that reflects the real energy, diversity, and spirit of Virginia Tech Recreational Sports. These visuals, paired with established brand elements, helped transform the facility into an immersive environment rather than simply a renovated building.

Because the work was developed internally, the designs were informed by a deep understanding of the space’s history, audience, and role on campus — allowing the branding to feel both aspirational and authentic.

Impact

War Memorial Hall has since reopened as a revitalized hub for student wellness and recreation, with these graphics serving as a permanent part of the visitor experience. The project has been recognized by the university and received a NIRSA Creative Excellence Award for its impact and execution.

Beyond awards, the most meaningful outcome has been seeing the space in use — watching students, staff, and community members move through an environment intentionally designed to inspire energy, belonging, and pride.