Meta Prosper - AAPI Beauty Summit 2024
Role: Art Director
Scope: Event creative direction, brand evolution, environmental design, cross-functional and executive alignment
Overview
Returned to lead creative direction for Meta Prosper’s AAPI Beauty Summit 2025, building on the foundation established the previous year to evolve the event into a more expansive and elevated experience.
Scaled the visual identity and storytelling approach to support a broader program, deeper audience engagement, and a more refined expression of the summit’s cultural and community impact.
The Challenge
With the success of the 2024 summit, expectations for 2025 expanded across both scope and visibility.
The challenge shifted from building the foundation to evolving and scaling it:
Expanding the identity while maintaining consistency and recognition
Supporting a larger, more complex program with additional stakeholders
Elevating the overall experience to feel more premium and intentional
Continuing to navigate cultural nuance with greater visibility and scrutiny
My Role
I led the evolution of the summit’s creative direction, focusing on scalability, refinement, and alignment:
Expanded the visual identity system to support a broader range of applications
Partnered closely with stakeholders and leadership to align on a more elevated creative vision
Directed execution across environmental, digital, and presentation touchpoints
Ensured consistency and quality across a more complex and fast-moving production cycle
Key Contributions
Evolved the 2024 foundation into a more robust and scalable brand system
Elevated the overall look and feel to better reflect the summit’s growing impact
Strengthened narrative cohesion across programming and speaker content
Improved cross-functional workflows, enabling more efficient collaboration and execution
Outcome
Delivered a more refined and cohesive summit experience that reflected the growth of the Meta Prosper initiative and its community.
The expanded system supported greater scale and complexity while maintaining clarity and cultural intention, enabling teams to execute with more confidence and consistency.
Reflection
This project highlighted the importance of evolving systems, not reinventing them.
By building on an established foundation, we were able to scale thoughtfully, improving quality, alignment, and impact without losing the core intent of the work.
