Taco Bell
Forum & Franmac

Taco Bell

Over nearly six years, I co-led the creative direction for Taco Bell’s live experiential franchise events, including the Taco Bell Owner’s Forum and Franmac. As Design Director, with moments of Creative Director-level ownership, I helped translate brand priorities into connected experiences, content, and communication systems designed to engage operators and drive adoption across regions.

I shaped and led the creative on keynote presentations, stage and experiential direction, video storytelling, and environmental graphics to keep leadership messaging consistent, clear, and instantly actionable. The goal was to connect leadership intent to field execution, so attendees left with practical understanding and confidence to implement priorities back in-market. At one of the events’ dinner hosted at a winery in San Diego, we extended the brand story and presence into the environment with a 7-foot tall wine-bottle sculpture recreating Taco Bell’s iconic logo, a picture frame built from wine corks featuring the same mark, and a TB lit backbar sign crafted from wine bottles. The 7-foot sculpture was auctioned, with proceeds going to the Taco Bell Foundation.

The work shifted operator engagement from passive alignment to active participation, strengthening adoption of priorities and creating a clearer link between corporate intent and field execution. Across both events each year, the events reached 1,800+ franchisees and operators through a cohesive leadership-to-rollout experience.

Built with tight timelines and multiple stakeholder approvals, we overcame the hardest creative constraint: keeping the message consistent while presenting it in a format attendees could instantly act on. Executive feedback indicated stronger buy-in, improved clarity, and meaningful support for YoY franchise growth.