First Light is an event series and experimental showroom in Los Angeles created in collaboration with Nike ACG and Usal to introduce the Nike Ultrafly trail running shoe. 

The design system draws from themes of endurance, repetition, and chosen difficulty, translating the rhythm of trail running into a cohesive visual language. 

The space functioned as both a showroom and gathering place, hosting runs, talks, and a communal dinner. Design outputs included running apparel, limited-edition merch, event signage, wayfinding, and a custom dinner menu—each element contributing to a unified experience that lived across product, space, and community.

I served as the art director, creative director and sole designer for the identity of the project, leading concept development, visual direction, and execution across touchpoints.