As lead designer for the parent company’s inception, I was tasked with collaborating wtih the marketing director to cultivate the HyperX Arena’s creative department/visual identity and developed an in-house team of various artists, editors and writers to slash agency costs and produce homegrown, high quality digital/physical content to all project proposals and marketing initiatives.

On behalf of the department, I led the creative direction for the venue’s branding, strategizing with the inputs of HP/HyperX’s executive team and the company stakeholders on how to best represent the voice of the naming rights partnership, resulting in developing a brand that embodies the edgy boldness and finesse of gaming and giving esports a home and footprint on the Las Vegas Strip.