Sales In The City Atlanta

Event Creative Direction, Experience Design & Vendor Coordination

Project Overview

Client: The Boutique Academy
Industry: E-commerce Education / Events
Project Type: Event Creative Direction, Design & On-Site Execution
Deliverables: Event Theme Development, Branding Continuation, Copywriting, Signage, Merch & Swag Design, Printed Materials, Vendor Coordination, On-Site Setup & Execution

Sales in the City Atlanta was the continuation of the annual Sales in the City event series—designed to educate e-commerce business owners on increasing sales, improving content conversion, and building sustainable, profitable businesses. This iteration expanded the experience into a three-day immersive event.

The Challenge

After the success of Sales in the City Chicago, the Atlanta event needed to feel like a natural evolution—recognizable yet fresh. The challenge was maintaining brand consistency while elevating the experience for returning attendees and delivering something new and exciting.

This event was also larger in scope, spanning multiple days and experiences, which required thoughtful creative planning, cohesive storytelling, and seamless execution across every touchpoint.

The Goal

The goal was to design a multi-day experience that felt:

Elevated and intentional
Cohesive across all three days
Emotionally engaging and memorable
Visually distinctive while staying aligned with the Sales in the City brand

The experience needed to feel immersive, premium, and thoughtfully curated—something attendees would remember long after leaving Atlanta.

The Strategy

For this year’s event, I led the development of the annual theme and built the creative direction around it. The theme guided every design decision, from color usage and typography to signage copy and merchandise messaging.

The strategy focused on:

Creating a clear narrative across the three-day experience
Designing custom copy that reinforced the theme and brand voice
Ensuring visual continuity across conference sessions, VIP moments, and social experiences
Coordinating vendors and print production to ensure quality and consistency

Every element was designed to work together, creating a seamless attendee journey from start to finish.

The Solution

I led creative direction, experience design, and execution for the entire event, including:

Annual event theme development
Custom copywriting for signage and merchandise
Branded signage for wayfinding, activations, and key moments
Merchandise and swag design aligned with the event theme
Workbook and printed material design
Vendor coordination for printing and production
Print facilitation, shipping, and on-site receipt of materials

The three-day experience included:

A full-day e-commerce conference
An intimate VIP dinner
A closing brunch experience

I traveled on-site to oversee setup, ensure all materials were installed properly, troubleshoot in real time, and break down assets—ensuring the final execution fully matched the creative vision.

The Result

Sales in the City Atlanta delivered a cohesive, high-impact experience that built upon the success of the inaugural event while elevating the brand to the next level. Attendees experienced a thoughtfully designed environment that supported learning, connection, and inspiration across all three days.

The event reinforced Sales in the City as a signature annual experience—one that feels intentional, premium, and worth returning to year after year.

Designer’s Note

This project represents the power of continuity in branding and experience design. By developing a strong annual theme and carrying it through every detail—from signage copy to merch—I was able to help create an event that felt both familiar and refreshed. Sales in the City Atlanta shows how intentional creative direction can transform a conference into a fully immersive experience.