More than a booth.
As Foleon evolves from a digital content platform into an AI-powered, agentic company, AMA Higher Ed 2026 offered an opportunity to introduce that new direction to a real audience.
My challenge was to define how the brand should show up, translate the new positioning into a relevant experience, and create opportunities to understand what resonates with higher education marketers.
Showing up as the brand we're becoming.
Understanding the audience first.
Before designing anything, I went digging. Sales conversations. Higher ed market insights.
I wanted to know what universities are really struggling with, who has a say in the purchase, and why Foleon should matter to them at all.
Making the new positioning meaningful.
Saying “we do AI now” was the easy bit.
The hard part? Connecting the agentic story to problems these teams already have. Too much manual work. A brand that looks different in every department.
Nobody wakes up wanting an agent. They want their time back... and a brand that looks like one brand.
Building one connected brand experience.
I led the creative direction across physical and digital. Messaging, activations, content, production — all telling one story.
The goal: make Foleon’s new positioning something you could see, recognize, and actually want to stop for.
For a booth, that’s the whole game.
Turning a new value proposition into a story that resonates.
Everyone’s talking about AI. The challenge is making people understand why yours matters.
So I listened to sales calls and looked for patterns across university deals. The same problems kept coming up: small teams stretched across multiple departments, print-heavy workflows, brand drift, accessibility requirements, and no real view of content performance.
I led the work with our freelance copywriter, shaping the messaging hierarchy and direction. And I led two digital touchpoints: a pre-event Foleon Doc to start AMA conversations, and a Higher Education industry page to keep the story going long after.
One narrative. A clear job for each asset.
Giving people a reason to engage.
Being seen at an event is easy. Getting the right people to stop? That’s the hard bit.
So I designed the booth as a brand experience built around the visitor, from first glance to conversation to follow-up.
Then I built the Scratch & Win activation to take Foleon beyond the booth. We didn’t hand cards out to just anyone. The team worked from a list of target leads, found those people across the conference, and gave them a card in person. Instant conversation starter. And a reason to come back to the booth to claim their prize.
Making the brand show up. Everywhere.
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I owned Foleon’s whole AMA presence. Brand strategy, creative direction, the booth, digital assets, activations, merch.
And I kept it moving, juggling people, priorities, budgets and production until it all came together as one experience.
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I managed suppliers, production, merch sourcing, orders and international shipping.
Vendors let us down. Costs popped up out of nowhere. Deadlines got tighter, never looser.
So I kept solving, deciding and finding plan Bs... without letting the brand experience slip.
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AMA wasn’t just a product showcase. It was a chance to test Foleon’s new AI and agentic positioning with Higher Ed marketers, and learn what landed.