Meow Wolf

Meow Wolf is not your typical arts and entertainment company; they’re the creators of extraordinary, mind-bending experiences that transport millions of adventurers of all ages into breathtaking realms of imagination and wonder.

Role: Brand Direction, Experiential Marketing, Digital Marketing, Signage, Packaging, Illustration
Support: performance, booking, and promotions.

Starting role: Lead Designer

I embarked on my journey with Meow Wolf in May of 2022, assuming the role of Lead Designer for Meow Wolf Omega Mart in Las Vegas. Since then, I've spearheaded the creation of key art for numerous Out-of-Home (OOH) Campaigns strategically positioned across prominent locations in Vegas. As a newcomer to the Meow Wolf universe, I turned to the seasoned expertise of Founder, Emily Montoya, and Brand Director, Phil Jones to navigate the intricate landscape of one of the most challenging branding conundrums I've encountered in my professional career: the Omega Mart brand.

Meow Wolf, as a benevolent corporation, presents a fascinating dichotomy. Within the narrative framework of Omega Mart, there exists a web of questionable capitalist virtue signaling, and perplexing retail product lines. Dramcorp, the enigmatic force behind Omega Mart, blurs the lines of benevolence with hidden power agendas, spiritual aesthetics, and corporate “ascension” strategies, adding layers of complexity to the branding. Moreover, the presence of a Meow Wolf branded gift shop adjacent to the Omega Mart facade, alongside local philanthropic initiatives through Meow Wolf Las Vegas, adds yet another dimension to our branding puzzle. To top it all off, Meow Wolf is painted on the exterior facade of Vegas’ Area15 entertainment campus - confusing Area15 leasers with Meow Wolf.

Vegas oOH Omega Mart campaign - Learn more >

Navigating the branding terrain of Omega Mart is akin to walking a tightrope. How do we strike the balance of portraying Omega Mart as a Meow Wolf exhibit while preserving the tantalizing mystery surrounding its diverse realms and underlying agendas? Much like the introspective journey undertaken by many brands, our approach was a collaborative evolution, shaped by strategic insights, nomenclature, and Venn diagrams.

Designing for Omega Mart demands a chameleon-like adaptability across a spectrum of mediums and platforms. From meticulously crafting consumer packaged goods (CPG) to orchestrating immersive in-store product displays, weaving together compelling exhibit narrative graphics, orchestrating 360º experiential marketing campaigns, erecting captivating trade show booths, orchestrating memorable event pop-ups, and even crafting engaging social media and email templates, our creative canvas knew no limits. I also addressed dozens of internal operations campaigns, ensuring our creative vision permeated every facet of the Omega Mart experience.

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final role: Senior Designer

My journey with Omega Mart evolved, transitioning me into the role of Senior Designer, commensurate to an ad agency Creative Director. I spearheaded the development of branding, marketing, and design assets not only for Omega Mart but also for Meow Wolf Inc. on a global scale, the Meow Wolf Foundation (a 501c3 organization), and Meow Wolf Presents (our event division). Beyond these core responsibilities, I provided crucial support for sustaining additional groundbreaking exhibits, including The House of Eternal Return in Santa Fe, Convergence Station in Denver, The Real Unreal in Grapevine, and the latest ventures in Houston.

In addition to piloting creative across all facets of Meow Wolf, I took on the role of mentor, guiding Vis-Dev team juniors and instilling best practices to enhance departmental productivity. It's not just about creating captivating experiences; it's about empowering others to do the same.

I had the privilege of directing the branding efforts for Meow Wolf - Presents “Gone Fishing”, an immersive pop-up experience at the Texas Eclipse Festival in April 2024. With an estimated attendance of 40,000 festival-goers, Meow Wolf stood as a cornerstone experience within the festival's vibrant tapestry. This presented a unique opportunity to infuse the profound spirit and DIY kitsch of Meow Wolf while weaving in select branded elements from our other renowned exhibits, all while captivating audiences with weirdly-wonderful immersions that encapsulated the event's spirit.

Collaborating closely with Meow Wolf's events team, I embarked on what I consider to be a defining project in my career. I poured over 80 hours of meticulous illustration work using Adobe Illustrator, showcasing not only my mastery of the software but also my strategic prowess in guiding the brand's direction. This benchmark design expanded into a myriad of social assets, promotional materials, immersive video content, and eye-catching environmental signage, ensuring a cohesive and unforgettable experience for attendees. This project stands as a testament to the enduring legacy of creativity and innovation at Meow Wolf.