I led brand and experience design for M'Aloha, Moloco's 700+ person company offsite in Maui in May 2025. Over three months, I built a visual system spanning presentations, environmental graphics, signage, swag, and digital communications. I managed more than 50 assets and coordinated six teams across multiple time zones to create an experience that felt welcoming, memorable, and connected to Moloco's culture.
client
Moloco
year
2025
role
Creative Lead + Designer
Experiential Design
Brand Systems
Creative Direction
Problem
We needed to create a distinct event identity and deliver a large volume of work on a tight timeline. The system had to work at every scale, from a 50-foot banner to slides, shirts, wristbands, and custom ukuleles, without falling back on predictable Hawaiian imagery. It also needed to survive real production constraints, including fixed lead times, CMYK color matching, multiple vendors, and speakers building presentations across time zones.
Solution
I developed a flexible identity built around a focused palette, typography, and an adaptable M'Aloha mark. I documented the system for internal teams and vendors, created four presentation templates organized around the run of show, and designed more than 20 environmental and wayfinding pieces. I also led the swag program for 700+ attendees, designing each item around its production method while partnering with logistics to track specifications, approvals, and delivery.
Impact
M'Aloha delivered one cohesive experience across more than 50 assets, four presentation formats, 20+ onsite graphics, and a full swag program. Internal feedback described the event as smooth, welcoming, and memorable. Moloco's CEO recognized the leadership behind the work, and a senior leader called it the best-organized event they had seen in 30 years. The system and process also became a reference for future large-scale company experiences.
