When a Conference Becomes a Movement
Role: Brand Experience Designer & Event Experience Strategist | 2022 - Present
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Behind The Smiles Foundation's annual Mental Health Community Day had purpose and community presence, but lacked the operational backbone to scale. No sponsors, no attendee tracking, inconsistent volunteer coordination, and just 42 days to turn it around before event day. When I stepped in, Mental Health Community Day had a clear purpose and a strong community presence, but the systems needed to support it hadn't caught up to its ambition. No sponsors secured. No reliable way to track attendees. No consistent structure for coordinating volunteers or vendors across the event.The timeline was fixed, the expectations were real, and every decision moving forward had to carry weight.This wasn't about creating something flashy. It was about building something that would hold.
Behind The Smiles Foundation
Act 1:
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The work began with structure. Before any visual decisions were made, I focused on building the systems that would allow the event to run smoothly and scale responsibly.
A centralized project management system was introduced to track tasks, vendors, and volunteers, followed by a clear communication framework that gave volunteers direction and reduced friction across teams.
At the same time, we clarified the foundation's mission around The Gift of Therapy, ensuring that each partnership, sponsorship conversation, and programming decision aligned with a shared goal.
Building the Backbone
Designing the Experience
Consistency creates confidence. With the foundation in place, design became a tool for clarity rather than decoration. We established a cohesive visual direction across digital and on-site assets, creating a consistent presence that felt intentional from the moment attendees arrived. Branded merchandise was developed to support on-site donations. The website landing page was updated to improve transparency and legitimacy. Attendee tracking was implemented to capture engagement and outcomes.
Each element was designed to support flow and ease, allowing people to focus on the experience rather than logistics.
Act 4:
Setting the Stage
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– 9,000+ Attendees across city-wide activations (up 4,200 since I started)
– 50+ sponsors (up 40 since 2023)
– 0% surge in social engagement that extended far beyond the conference dates.
But here's what matters more.
RenderATL didn't just get bigger. It got clearer. People could feel the difference. The conference became a cohesive brand moment that attendees trusted, sponsors valued, and the community championed long after everyone went home. RenderATL evolved from an event people attend to an experience people believe in.
Act 3:
What Remains
The work continues after the event ends. Beyond the day itself, the foundation left with more than a successful turnout. It gained measurable data, reusable systems, and partnerships that extend well beyond a single event.Relationships with Nova Southeastern University and the City of Margate created pathways for future volunteer engagement and expanded mental health programming across additional cities. Mental Health Community Day became a repeatable brand experience, supported by structure and guided by purpose.
Strong strategy creates clarity. Clear systems support people. Thoughtful design allows everything to work together. When those elements align, the experience holds, even under pressure. I help organizations turn ambitious ideas into sustainable experiences. The kind that don't just happen once, but become part of how your community shows up, connects, and believes in what you're building. If your brand needs someone who can move fast without cutting corners, build systems that scale without losing soul, and design experiences that people actually feel, let's talk. Because the best events aren't just well-executed. They're the ones people remember, trust, and come back to.