For the University of Arizona’s SXSW Wonder House in Austin, Texas, I contributed to the branding, production design, and experiential concepting of the activation. The design translated the character of the University and Tucson into a temporary environment within the SXSW landscape, using visual identity, spatial graphics, environmental elements, and curated details to create a distinctly Arizona experience. The activation brought together ideas of Sonoran Desert culture, Tucson’s creative community, research, and innovation to create an immersive space that connected the University’s identity to a new audience in Austin.