Visitors and industry stakeholders touring CTL needed a fast, visual way to understand why the lab’s measurement science matters. As lead designer, I created a scalable “Tour Stop” format: looping story modules that link CTL research to near-future, real-world scenarios. Generative video elements (Sora) pair with custom After Effects motion design to deliver quick narrative beats that invite curiosity.
Each slide includes a large QR code so viewers can jump to deeper technical content. High-contrast layouts improve readability in variable lighting and support accessibility goals. A disciplined UI system with Spectrum Violet as the primary accent reinforces CTL brand continuity across installations and connects visually to the lab’s focus on spectrum science.
The initial Tour Stop was approved at the CTL executive level (Chief of Staff review). Its impact drove requests for two additional installations and interest from other NIST departments seeking similar visitor education tools.
Challenge
CTL hosts visitors ranging from policy leaders to industry partners. The team needed a quick, visually engaging way to show how CTL research translates to real-world impact without requiring a long technical briefing.
My Role
Lead designer responsible for creative direction, narrative framing, motion pipeline, accessibility standards, and stakeholder alignment through CTL executive (Chief of Staff) approval.
Brand Strategy Moves
Use short near-future story beats to make advanced research relatable and memorable in a lobby setting.
Anchor the visual system in Spectrum Violet, the official accent I pitched and secured in the CTL rebrand package, to cue spectrum science and create a recognizable CTL look.
Maintain high contrast, simplified hierarchy, and large type for readability across distance and variable ambient light; supports accessibility for diverse visitor groups.
Include large QR codes on static frames so hallway viewers can opt into deeper technical resources, converting passive viewing into active engagement.
Execution Highlights
Generative video segments (Sora) were composited with custom After Effects motion graphics in a modular slide framework that allows rapid content updates for additional Tour Stops. High-contrast layouts and consistent CTL typography keep attention on key messages while reinforcing the broader rebrand system.
Impact
The pilot installation earned approval at the CTL executive level and prompted two more Tour Stop commissions, plus requests from other NIST departments to adapt the format for their own stakeholder engagements.
Each static slide has QR codes for viewers to navigate to the relevant web links. High contrast design elements were used for visual accessibility and focused messaging.
A clean UI aesthetic was developed to both attract the viewer's eye and focus on key information. The color palette and font stays consistent with the brand guidelines I've developed for the CTL rebrand initiative.
