Hearts On Fire University (HOFU) is the brand's premier three-day global education summit for retail partners. I led the overarching creative direction and execution for the event, designing every visual touchpoint from the core identity down to the on-site physical assets.

My scope spanned environmental wayfinding, massive stage and screen graphics, apparel, printed programs, and all marketing collateral. By partnering closely with internal teams and external vendors, I ensured the brand translated flawlessly from digital concepts into a premium physical environment. The result was a consistently cohesive, high-end experience that balanced luxury with high energy, acting as a natural, elevated extension of the Hearts On Fire brand.