Light the Way
Art Direction / Design / Experiential Design
Light the Way was a fully immersive, themed event experience I conceptualized, named, designed, and executed from start to finish for the APBA 2025 Conference. Centered around the idea that both our clients and employees often start their journeys in darkness, the booth brought to life the transformative role we play in helping them find the light. Through art direction and experiential design, I created a space that was both emotionally resonant and visually impactful – turning a metaphor into a tangible, memorable experience. We were able to utilize 4 booth spaces, resulting in 20x20’ of space which contained an interactive Light Brite wall, custom built illuminated tunnel, TV with rotating data, seating area, raffle walls, and a collateral table with giveaways.
From darkness to light.
In addition to our immersive booth space, I conceptualized and planned a pre-party event that extended the light/dark theme in a bold and unexpected way. From lighting to atomosphere in interactive elements, every detail was crafted to carry the theme through. It was an experience this conference has never seen – designed to connect, celebrate and bring new light to what is typically your standard conference. The event challenged expectations of what a behavioral health brand could look and feel like, positioning our team as both innovative and deeply human.
Light the Way lives on.
The success of the Light the Way experience didn’t end at a single event – it sparked a larger movement within our brand and was then carried forward through future conferences in more typical booth sizes. It’s become a storytelling platform we now build upon – creating continuity, deepening impact, and proving that meaningful experiences don’t need to be massive in space to be unforgettable.
