CREATING EXPERIENCES THAT CONNECT
- Jul 24
- 3 min read
Thoughtful design that invites participation.
The DHC All Operators Conference welcomed operators, customers, suppliers, and aviation professionals from around the world to reconnect, exchange knowledge, and celebrate the aircraft that connect communities every day.
Rather than approaching the conference as a series of individual deliverables, my goal was to create a cohesive experience that encouraged attendees to explore, participate, and connect with one another throughout the event.
My Role
Working alongside the events and communications teams, I led the creative development of the conference experience, including exhibition design, environmental graphics, digital content, presentation visuals, signage, and interactive brand activations.
Each element was designed to support a single objective: creating memorable experiences that strengthened the global DHC community.
An Exhibition Designed for Exploration
At the heart of the conference was a custom-built exhibition space designed to immerse attendees in the De Havilland Canada story.
Standing nearly 20 feet tall, the exhibit invited visitors to walk through the brand rather than simply walk past it. Large-format digital displays showcased aircraft content, corporate videos, and future initiatives, while a timeline celebrated DHC's history and the milestones that continue to shape its future.
Each corner featured three-sided aircraft pillars highlighting individual platforms, while integrated brochure stations and illuminated program displays encouraged attendees to learn more about DHC's products, services, and strategic initiatives.
One of my favourite additions was incorporating a Twin Otter flight deck from DHC's aviation training division, giving attendees the opportunity to step inside the aircraft and experience it firsthand.
Environmental Graphics & Digital Storytelling
Throughout the conference, environmental graphics and digital content worked together to create a consistent visual language.
Presentation visuals, digital displays, branded environments, and wayfinding transformed the venue into an immersive brand experience where every space reinforced De Havilland Canada's story and future direction.
Creating Moments of Connection
The most memorable experiences weren't always the biggest ones.
Working with Foamworx, I developed a life-sized DHC aircraft installation that became one of the conference's most photographed attractions. Standing prominently in the main hall, the oversized sculpture naturally drew attendees together, creating opportunities for conversations, photos, and shared experiences throughout the event.
A Favourite Detail
One of my favourite activations was a custom screen-printing station created for the conference.
Guests could screen print a bespoke western-inspired illustration featuring the entire De Havilland Canada fleet taking flight from a cowboy boot before personalizing their shirts with heat-transfer graphics representing their favourite aircraft or DHC brand.
What began as a simple activation quickly became a gathering place where attendees compared designs, swapped aviation stories, and proudly wore their finished shirts throughout the conference.
As an added bonus, the shirts became the perfect attire for our Western-themed evening, giving international guests a chance to embrace a little Alberta culture while creating a keepsake they were excited to take home.
Collecting the Fleet
To encourage attendees to interact throughout the conference, I also created a collectible series of De Havilland Canada aircraft trading cards.
Each guest received five random cards in their welcome package, encouraging them to trade with fellow attendees to complete the full collection.
What started as a simple giveaway quickly became an icebreaker. Conversations started over favourite aircraft, operators
compared collections, and complete strangers suddenly had a reason to introduce themselves.
Sometimes the smallest ideas create the biggest connections.
The Outcome
The conference welcomed operators and industry partners from around the world, strengthening relationships across the global DHC community.
By combining immersive environments, digital storytelling, interactive activations, and thoughtful keepsakes, the experience encouraged attendees to explore, participate, and connect in ways that extended well beyond the conference sessions.
