MX Technologies, Inc.

FINTECH FESTIVAL at Sundance
Creative Direction, Visual Branding, Graphic Design
Design Fabrication, AV: Cornerstone Technologies, American Fork, UT

MX’s FINTECH FESTIVAL at Sundance was designed to stand apart from traditional fintech events - less conference, more cultural moment. Hosted during one of the most competitive attention environments of the year, the challenge was to create an experience that felt immersive, creative, and unmistakably MX, while still supporting meaningful conversations with partners, prospects, and industry leaders.

The creative strategy centered on contrast: bringing warmth, expression, and human energy into a category often defined by restraint. The goal was to visually signal that MX understands both technology and culture - data with personality.

Experiential branding was treated as the primary driver of impact. From the street-level presence to interior moments, the environment needed to feel intentional, cohesive, and memorable, drawing people in before a single conversation started.

Early visual explorations focused on bold color usage, expressive typography, and flexible graphic systems that could scale across physical and digital touchpoints. Color palettes were intentionally vibrant and cinematic, drawing inspiration from Sundance itself, while typographic recommendations balanced modern utility with personality and rhythm.

These decisions allowed the brand to:

Stand out in a visually crowded festival environment

Feel culturally relevant without abandoning credibility

Create a recognizable visual thread across all touchpoints

The visual system explored triangular, abstract, and bold patterns inspired by the geometry of snowflakes - a subtle nod to the Sundance setting without leaning into literal winter imagery. By abstracting the snowflake form, the patterns became a flexible graphic language rather than a seasonal motif, allowing them to feel modern, energetic, and distinctly branded.

These geometric shapes were designed to create unique, repeatable compositions that could scale across formats. When layered over photography, the patterns added depth and visual interest without overpowering the imagery, helping guide the eye and create intentional moments of focus. Used as background space, they provided structure and rhythm - giving layouts breathing room while maintaining a strong visual presence.

This system allowed the brand to introduce motion, texture, and contrast into the environment, reinforcing the experiential nature of the event. The abstract patterns became a unifying element across physical spaces, social content, and digital touchpoints, creating consistency while still allowing for variation.

Ultimately, the exploration struck a balance between recognizable and flexible - a graphic language that felt bold and expressive, yet functional enough to support photography, messaging, and wayfinding throughout the experience.

MX Technologies, Inc.

2026 Company Kickoff Branding (POC), Hyatt Regency Salt Lake City
Creative Direction, Visual Branding, Graphic Design
Design Fabrication, Installation, AV: Cornerstone Technologies, American Fork, UT

The 2026 MX Company Kickoff, themed “GEAR UP TO GROW,” was designed as a defining moment to align the organization around its next phase of growth. Held at the Hyatt Regency Salt Lake City, the full-day event brought together teams from across the company for executive presentations, employee breakout sessions, activities, and direct engagement with sales leaders and executives.

The branding challenge was scale and cohesion. The experience needed to energize a large audience, support a dense agenda, and clearly reinforce MX’s strategic priorities—without feeling fragmented or overwhelming. To achieve this, the visual system was designed to fully transform the entire fourth floor into a unified brand environment that attendees could feel immersed in from the moment they arrived.

The branding extended across window treatments, column wraps, wayfinding, digital signage, and large-format SEG walls, creating a consistent visual narrative throughout the space. Wayfinding elements helped guide employees seamlessly between sessions, while bold environmental graphics reinforced momentum and clarity at key moments. Digital signage supported real-time communication, schedules, and messaging, ensuring the experience remained fluid and intuitive throughout the day.

Rather than acting as decoration, the branding functioned as an organizing framework-reinforcing alignment, focus, and shared ownership of the company’s goals. By surrounding employees with a cohesive visual language tied directly to the “GEAR UP TO GROW” theme, the kickoff became more than a meeting-it became an experience that set the tone for how MX shows up, collaborates, and grows together in the year ahead.

MX Technologies, Inc.

2026 Company Trade Show Booth
Creative Direction, Graphic Design
Fabrication: Insight Exhibits, Salt Lake City, UT

For the new MX tradeshow booth, the challenge was to design a 20’×20’ footprint that could intelligently convert into a 10’×10’ without losing impact, clarity, or brand presence.

In a tradeshow environment where attention is scarce and competition is high, the booth needed to work harder - not just look good.
From a design perspective, flexibility was critical. The modular system allowed MX to maintain a consistent brand experience across events of varying sizes while maximizing ROI on a single build. Clear sightlines, strong visual hierarchy, and bold brand moments ensured the booth was recognizable from a distance and immediately legible up close - regardless of footprint.

The updated booth design is expected to:

• Increase booth traffic by ~20-30% due to improved visibility and openness

• Improve lead quality and engagement, with longer average conversations and clearer product discussions

• Reduce per-event production costs by consolidating multiple booth sizes into a single modular system

• Improve brand recall, as consistent design across events reinforces recognition and trust

MX Technologies, Inc.

Annual “Money Experience Summit” Branding (Cliff Lodge - Snowbird, Utah)
Cornerstone Technologies: VISION Graphics, Alpha Graphics (Print, Production & Installation)
Creative & Art Direction 

The Money Experience Summit (MXS) was MX’s flagship annual conference—bringing together financial institutions, fintech leaders, and internal teams for several days of strategy, product vision, and relationship building. The goal was to create a branded experience that went beyond a typical financial conference and instead embodied MX’s mission: making money more human, clear, and connected.

I led the creation of a comprehensive, end-to-end experiential brand system that transformed Snowbird into a fully realized MX environment each year.
The system spanned:

• Environmental graphics and large-scale installations

• Stage design, motion graphics, and presentation templates

• Wayfinding, signage, and spatial storytelling

• Digital assets, content systems, and branded touchpoints

• Merchandise, SWAG and physical brand moments

The visual language balanced modern fintech sophistication with warmth and humanity, using the natural mountain setting to reinforce themes of clarity, elevation, and forward momentum.

The Money Experience Summit was more than an event—it was a strategic brand expression. By treating the conference as a fully integrated design system, MX strengthened client trust, unified employees, and cemented its reputation as a category-defining fintech brand.

MX Technologies, Inc.

Annual “Money Experience Summit” OktoberFest Celebration Branding
Cliff Lodge Festival Tent - Snowbird, Utah
Alpha Graphics (Print, Production & Installation)
Creative & Art Direction 

Nature’s Sunshine Products, Inc.

Corporate HQ Interior Branding
NINE O: Design, Fabrication & Installation
Creative & Art Direction 

BARD ACCESS SYSTEMS, INC.

Product Identification Display, College of Engineering, University of Utah,
Art Direction and Graphic Design