Kris Cerola

I was contracted by ASV to contribute to their RFP response team for Dish Network’s Team Summit Expo. Dish initially planned to build upon their previous year’s cityscape concept, evolving it into a "Smart City"—a hub of interconnectivity, innovation, and collaboration among Dish’s ecosystem of partners. While the foundation of a cityscape was already in place, our team recognized the need to elevate the design to truly embody the forward-thinking nature of a Smart City.

To kick off the creative process, we engaged in in-depth discussions and collaborative brainstorming. Each team member developed a mood board to explore different interpretations of the concept, laying the groundwork for our design conversation. Drawing inspiration from these mood boards, I spearheaded the development of the overall design direction, setting the tone, aesthetic, and spatial organization.

To create a seamless attendee experience, we implemented a strategic wayfinding system. The five key business units were assigned distinct color codes, with guided pathways originating from the entrance to intuitively lead attendees throughout the space. Thematic structures, such as a hotel, apartments, and even a local bar, housed the event’s 13 to 20 partner activations, bringing the Smart City to life in an engaging and immersive way. At the heart of it all, a city park served as the central gathering point, featuring a stage for key presentations and seating areas designed for networking and conversation.

In the end, ASV secured the RFP and delivered a dynamic, highly successful event for Dish Network. The project was met with overwhelmingly positive feedback and was even featured in Event Marketer magazine as a standout execution in experiential design.

In 2018, Oculus became a key division of Facebook Technologies, and for that year's Game Developers Conference (GDC) in San Francisco, the brand aimed to create a bold, immersive experience for fans. I was tasked with leading the design team in bringing this vision to life.

Our team developed the concept of the "Oculus campus," drawing inspiration from the aesthetics and atmosphere of the Facebook campus. The design featured an impressive double-deck structure encircling the space, creating a dynamic courtyard at its center and giving the first level a modern, retail-like feel. This layout offered an engaging and functional space for attendees to explore.

Collaborating closely with the experiential team, we curated interactive activities for visitors, while the AV team enhanced the atmosphere with creative elements such as ambient soundscapes of birds and street noise, complementing the visual impact of the video walls.

The final result was a standout exhibit that received widespread acclaim, winning several prestigious awards, including Best of Show, Best Use of Technology, and Best Double Deck.

With the growth of the 24-hour news cycle and hundreds of cable TV channels, the broadcast design industry is thriving. When Broadcast Design International (BDi), a leading local design firm, was seeking a new Creative Director, I eagerly seized the opportunity to join their team and lead the design department.

At BDi's Southern California office, I managed a team of four architects and worked closely with the President, the CAD department head, the sales team, and the VP of project management. While I set the overarching design direction, the intimate size of the team fostered a collaborative environment where everyone contributed to each project.

My time at BDi significantly expanded my expertise in digital technology and its application in broadcast environments. A key trend in modern broadcast design is creating studio sets with built-in flexibility—environments that can easily transform throughout the day, adapting from one show to the next. Leading this innovative approach was both a challenge and an exciting opportunity, further shaping my design career.

One of the exciting things about being the Creative Director at BDI is working with our international clientele. Typically International clients don’t follow the usual western style formula of presenting the news. This gives the design team freedom to present ideas you wouldn’t typically see with our domestic clients and clients appreciate original and cutting edge design. As a designer, this is one of my favorite types of client.

I love to sketch, doodle and draw. Red pens and Chartpak markers are my favorites though lately I’ve taken a liking to these dark gray LePens. I can burn thru a roll of onion skin in about a day. I love bubble diagrams, two point perspective and drafting dots. I love to think through problems on paper.

For much of the last 15 years, I’ve been creating meaningful user experiences for a diverse range of clients in the multidisciplinary world of exhibit design. From 10’ x 10’ rentals to 10,000 Square foot customs I find it all exciting, challenging and rewarding to create 3-dimensional environments that reflect a company’s brand culture.

I was contracted by San Diego, California event comapny ShowTec, Inc. to do a few blue sky ideas for a historical museum for the largest chip set manufacturer in the world, Qualcomm Corporation. The following 7 months would prove to be the most rewarding of my professional career. I served as lead designer and directed all the different trades that where a part of the project. I sourced vendors, coordinated quotes and deliverables as well as served as production manager for various elements of the project.

Working with Freddie Georges Production Group, I was the lead designer to re-envision Falken Tires exhibit program. Falken was looking to expand their ability to show off product with a lighter more nimble and flexible exhibit program. By creating modular self contained displays that could be used together in a group for larger shows or as individual units for smaller regional shows. We created a unique look that truly conveyed the brand culture at Falken Tire, that of a young and emerging performance tire manufacturer. 

Being creative is at the core of my being. I’ve always been curious and my creativity isn’t restricted to any one single medium. I’m happiest in my home studio, drawing, painting and making stuff, or out in my shop building furniture, concrete molds, and funky birdhouses or just tinkering through ideas.  

Working with Freddie Georges Production Group, I was the lead designer, tasked with the challenge of creating a new exhibit environment for the California based technology company, Mophie. A leading manufacturer of accessories for smartphones and other devices, Mophie was growing quickly and ready to take the next step with their trade show program, a custom exhibit. Based on their vision, I designed an innovative exhibit that showcased their accessories, utilizing large life-size graphics and a modern architectural vernacular.

Working with BeCore, a Marketing agency out of Los Angeles, I was tasked with re-imagining a 1952 Greyhound Scenic Cruiser for Red Bull. The bus when finished would serve as a VIP rolling party bus and used for various events across North America. For this project, I was the principal designer for all interior elements, as well as for the exterior graphic wraps and the initial project man­ager for the project’s first year.

Throughout my career, I’ve partnered with leading game manufacturers to bring their titles to life, designing for premier events like E3, PAX, GamesCom, ComicCon, and more. This is a field where I truly excel, and I find the process both rewarding and energizing. From concept to execution, I thrive in creating immersive experiences that resonate with audiences and elevate brand presence. Below are several examples of my work from over the years.

When not designing environments, I design and build furniture. I design modern, mixed material, smart and functional pieces. This hands-on experience has equipped me with a working knowledge of the design process from concept to execution.