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Creative Leadership and Brand Stewardship for the Nation’s Largest Horticultural Event
Client
The Pennsylvania Horticultural Society (PHS) and The Philadelphia Flower Show
Industry/Vertical
Nonprofit / Public Sector
Role
Creative Direction, Design, Strategy, Consulting, Guidance
Process
• Discovery and Research
• Strategic Guidance
• Planning and Roadmapping
• Creative Development and Design
• Implementation and Deployment
• Delivery and Optimization
Result(s)
Our creative leadership has contributed to record-breaking attendance, expanded brand visibility, and stronger engagement across digital and in-person channels. The PHS Philadelphia Flower Show has continued to attract national media attention, draw a growing and diverse audience, and generate increased revenue through merchandise and ticket sales. The consistent and compelling visual identity reinforces PHS’s mission and enhances the overall visitor experience, helping transform the Flower Show from a beloved tradition into a bold, immersive brand destination.
As the lead on visual identity and creative strategy for the Pennsylvania Horticultural Society (PHS), I managed and coordinated the implementation of PHS’s brand across all programs, events, and platforms—including the iconic PHS Philadelphia Flower Show, the nation's largest and longest-running horticultural event.
In this role, I oversaw the end-to-end design process, from concept development to final execution, providing creative direction and managing a cross-functional team of graphic designers, freelancers, print vendors, and interns. I ensure the consistent application of the PHS brand and its sub-brands across digital (web, app, social media), print (publications, signage), merchandise, and large-scale event environments.
By collaborating closely with internal teams and external partners, I maintained high brand standards and ensure every touchpoint reflects PHS’s mission and vision—strengthening its presence and impact with diverse audiences year-round, and especially during its flagship event, the PHS Philadelphia Flower Show.
