As the lead designer and creative director for WSS’s nationwide Back to School campaign, I was responsible for developing and executing a vibrant, fair-themed activation that spanned key markets across Texas, California, Florida, and Georgia. I led the visual concepting from the ground up, creating a cohesive campaign identity that extended across all touchpoints—from the activation build-outs to in-store signage and digital content. My responsibilities included designing and delivering production-ready files for event structures, coordinating signage for print across retail locations, and creating a full suite of digital assets including promotional flyers, email blasts, and social media content. The result was an energetic, family-friendly experience that captured the spirit of the season and drove strong community engagement and brand visibility nationwide.