Bringing an edtech brand’s next chapter to life through event design.
MagicSchool
Founded in Denver in 2023, MagicSchool is an AI platform designed specifically for K–12 education. It helps educators save time, gives students guided opportunities to build AI literacy, and supports districts in introducing AI responsibly across their schools.
A major brand evolution gave MagicSchool a new visual language. My role was to help carry that language into high-traffic trade-show environments, creating an experience that could capture attention, support campaign goals, and still feel unmistakably MagicSchool.
As one of MagicSchool’s highest-priority annual conferences, ISTELive 2026 placed the brand in a crowded environment of educators, decision-makers, and edtech companies.
Within a 20-by-30-foot booth, every surface needed to work hard—supporting their Back to School campaign, product discovery, and attendee interaction without restricting circulation.
The solution was to make the central tower do more – treating it as both a visual landmark and an activity hub, the design concentrated brand visibility, content, and interaction within one reusable structure.
Dimensional sparks transformed the presentation wall into a high-impact focal point, while the opposite side introduced a hands-on Product Playground.
Product Playground
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The Product Playground is designed to offer three things: a station for audience members to explore the brand’s platform, a display for rotating content, and an adaptable area for prompts and attendee responses.
The playground’s central display extended the wall beyond product demonstrations, combining feature announcements, educator testimonials, session reminders, and social calls to action within one adaptable focal point.
Find Your WOW
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On another side of the tower, the Find Your WOW wall invited educators to share how they felt about AI and their relationship with it across multiple, interchangeable prompts.
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Each prompt transformed the brand message into a collective conversation, helping attendees see that their excitement, uncertainty, and questions were shared by others.
AI Honor Society Pin Program
To give attendees a stronger reason to engage beyond a quick booth visit, MagicSchool introduced a collectible pin system tied to specific actions.
Each pin rewarded a meaningful interaction—from trying the product or attending a session to joining a program or sharing the experience online.
I designed each pin around the theme of its activity, blending familiar educator imagery with MagicSchool’s visual language and small moments of personality.
The result was a cohesive collection in which every pin still felt distinctive and worth earning.
What’s Poppin with MagicSchool
At select conferences, What’s Poppin with MagicSchool gives attendees direct access to the company’s CEO for a forward-looking conversation about AI in education and what is next for the platform.
I developed a look that turned the theme and popcorn offering into a recognizable event hook.
Bold graphics and flexible layouts helped the session stand out across pre-event promotion and in-booth touchpoints.
Together, these experiences gave MagicSchool a flexible event system that could capture attention, encourage participation, and strengthen recognition across conferences.
The work brought the brand’s playful personality into physical spaces while creating meaningful ways for educators to explore, contribute, and connect.