Veer
From Illustration to the Live Experience
Over the course of three consecutive years, I worked with Veer to help shape the visual language of their annual convention experience in Arizona.
Each year, our team created 20+ custom illustrations designed to highlight and communicate the organization’s various county initiatives. Those illustrations extended far beyond the page. They were translated into large-format environmental graphics, posters, and branded visual moments throughout the event space, allowing attendees to engage with each initiative in a more visual, accessible, and memorable way.
In addition to the pre-event illustration work, we also supported the convention in person through live visual notes, creating a connection between the strategic storytelling built ahead of the event and the real-time conversations happening on site.
For 2026, I led the initial design direction and color palette development for a series of 28 illustrations, establishing the visual foundation that the rest of the artist team built upon to complete the full body of work. The result was a visual system that lived across multiple touchpoints, from concept sketches to final illustrations, from printed installations to live event storytelling.
01. Digital Illustration
The digital phase was an iterative process of translating Findem’s messaging into a clear visual narrative. Each round of client feedback became an opportunity to rethink the composition, strengthen the storytelling, and refine how the information moved through the piece.
Rather than simply adjusting individual elements, the artwork evolved through multiple fully developed concepts before arriving at the final design and transitioning into motion.
IDEATION& CREATIVE DIRECTION
I created the initial sketches that established the composition, concept direction, and visual structure for the series. These sketches were essential in shaping the larger system. They allowed us to explore how each initiative could be represented while beginning to define the balance between consistency and individuality across the collection.
01.Sketches
02. Final Color Palette & Visual System
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The palette helped unify the work across all 28 pieces while also giving the collection energy, clarity, and a sense of cohesion. It became a key part of the system that the broader team could follow as the illustrations moved from concept into production.
Beyond color, this stage also helped define the overall look and feel of the work: visual rhythm, shape language, and the balance between detail and readability.
Final Product
After establishing the design direction, color system, and initial visual framework, three additional artists joined the project to help complete the full set of illustrations.
Because the project involved a large number of deliverables, collaboration was essential. My initial designs acted as the primary reference point for the rest of the team, helping ensure consistency across the full series while still allowing the work to move efficiently toward completion. This collaborative phase reflects an important part of the project: the work was not only about illustration, but also about creating a visual language strong enough to be shared and executed across a team.
The completed illustrations formed a cohesive visual collection representing 28 counties and their initiatives.
02. On-Site Activation
In addition to the pre-event illustration system, we also supported the convention in person through live visual notes. This created a second layer of visual storytelling; one that responded to the event as it happened.
While the pre-developed illustrations focused on established initiatives, the live visual notes captured real-time conversations, ideas, and takeaways from the convention itself. Together, these two components created a fuller storytelling ecosystem: one designed in advance, and one shaped by the live experience.
This combination allowed the visual language of the event to feel more continuous and immersive. The pre-event illustrations framed the broader themes and priorities, while the live notes documented the evolving discussions taking place within the room.