EVENT

HQ Town HALLywood: The Otters

Project Type: Event Branding | Experience Design | Print Design | Digital Design

HQ Town Hall is Navy Federal Credit Union's quarterly event that brings employees and leaders together to share updates, celebrate achievements, and strengthen alignment across the organization. To increase participation and engagement, our team introduced themed experiences that transformed HQ Town Hall into a highly anticipated event.

Project Involvement

While exploring concepts for our Q1 Town Hall, I noticed a natural alignment between Navy Federal’s annual employee awards program and Hollywood’s awards season. Seeing an opportunity to create a memorable cultural moment, I pitched an Oscars-inspired experience built around The Otters, a playful nod to Navy Federal’s beloved mascot, Sammie the Sea Otter.

As lead designer, I drove the visual direction from initial concept through full environmental execution, aiming to blend Hollywood glamour with Navy Federal’s distinct company culture.

Bringing the Theme to Life

The Trophy

Every great awards show needs an iconic trophy, so it was the first asset I created. I used Microsoft Copilot to generate a concept that transformed Sammie into a stylized award statue. After several rounds of refinement, the concept was turned into a 3D model and produced as a custom 3D-printed trophy. This became the campaign's hero element and the foundation for the entire visual system.

Visual Identity System

With the hero element established, I developed a flexible design system built around typography, color, and graphic elements. This foundation extended across all campaign and environmental materials.

The Promotional Campaign

The creative direction was then applied across a series of promotional touchpoints designed to drive awareness, registration, and attendance.

Designing the Experience

Since HQ Town Hall serves both virtual and in-person audiences, I wanted the live experience to feel truly transformative. My goal was to turn our everyday auditorium into a Hollywood-inspired awards venue.

Working closely with the Workplace Experience team and Print Shop, I reimagined the space through environmental graphics and immersive design elements that extended the theme beyond the stage. From a second-story VIP balcony populated by celebrities and notable executives to custom details throughout the venue, HQ Town HALLywood: The Otters became one of the most ambitious event transformations our team had produced.

Arrival Experience

  • Staircase Design

  • Walk of Fame

  • Photo Backdrop

  • VIP Banners

Environmental Graphics

  • Stage Design

  • Column Wraps

  • Planter Wraps

  • Podium Wrap

  • VIP Balcony

Branded Details

  • Trophy/Giveaways

  • Cookies

  • Team Attire

  • Food Banners

Event Content

  • Presentation Design + Award Graphics

The Impact

HQ Town HALLywood: The Otters became one of our highest-registered HQ Town Halls to date, driven by our top-performing registration email. The event ended with a standing ovation and enthusiastic feedback from staff, including one attendee noting it was the first time Navy Federal’s culture truly came alive in an HQ Town Hall setting.

For me, that response affirmed the power of thoughtful visual design to build excitement, foster connection, and turn a routine meeting into a shared cultural moment.

Day of Event Photos

The Encore

The experience didn't end when the final award was presented. As part of the recap campaign, we filmed a lighthearted red-carpet-style interview featuring the team members and partners who helped bring The Otters to life, giving our behind-the-scenes stars a well-deserved moment in the spotlight.

A SPECIAL THANK YOU
To the teams and partners whose collaboration turned my vision into reality.