TrailCon

TrailCon came together quickly, but we knew we wanted to show up with more than a booth; we wanted to make a statement. As the trail running industry gathered around one of the sport's biggest weekends, we saw an opportunity to create a space that celebrated the women helping shape its future.

With only a short production timeline, I led the creative development and project management of a limited-edition capsule that included two graphic tees, two hats, event collateral, digital marketing, and the design of our booth experience. Alongside two other designers, I coordinated illustrations, managed vendors, and kept production moving to ensure everything arrived in time for the event.

Rather than blending into a sea of performance brands, we leaned into softness, color, and community. The booth became a destination where visitors could slow down, make friendship bracelets, journal, create custom lip gloss, and shop an exclusive product capsule that challenged expectations of what trail running spaces can look and feel like.

The collection sold out during the event, while the booth became one of TrailCon's most recognizable spaces. More importantly, the project demonstrated how thoughtful design can shape an experience beyond the products themselves by creating a place where women felt represented, welcomed, and excited to participate in the culture surrounding the sport.