She Said Foundation

Creative Direction | Event Branding | Experiential Design | Adobe Creative Suite, Figma, and InDesign
As Creative Director for The She Said Foundation, I led the visual identity, branding, and experiential design for the organization’s annual She Said Conference, held at 713 Music Hall in Houston, Texas. The foundation’s mission is to empower women through storytelling, leadership, and connection, and my role was to translate that mission into a cohesive and emotionally resonant brand experience that carried through every visual and environmental touchpoint.

The 2025 conference theme centered on connection, confidence, and community, which guided the creative direction from concept through execution. I developed a unified brand system that included the event logo, color palette, typography, and visual motifs inspired by feminine strength and fluidity. These elements were expanded into stage graphics, digital backdrops, step-and-repeat banners, social media campaigns, and environmental activations that encouraged attendees to engage, document, and connect.
Using Adobe Illustrator, Photoshop, and InDesign, I designed all primary marketing assets, including promotional campaigns, event signage, and digital content. In Figma, I built visual mockups and motion references for on-screen presentations and interactive moments, ensuring visual continuity from pre-event marketing through the live experience.

Collaboration was central to this process. I worked closely with the Foundation’s founder, LaToshia Norwood, as well as production, marketing, and PR teams to maintain a seamless aesthetic across print, digital, and physical spaces. From sponsor decks and VIP lounge activations to the post-event recap campaign, each element reflected the Foundation’s mission to celebrate and amplify women’s voices.
Through intentional design and storytelling, the She Said Conference became more than an event—it evolved into a multi-sensory brand experience that embodied empowerment, community, and possibility.