How storytelling and brand experience led me into the world of creative event design
Stepping into the world of destination and event design wasn’t something I planned, but it felt right. After years of creating for the world of NIL, working on brand campaigns, and building moments for people through merch and storytelling, I realized something: I’ve always been in the business of experience. I just didn’t call it that yet.
At Campus Ink and the NIL Store, I worked closely with college athletes helping them build brands and launch merch that felt true to who they were. NIL… short for Name, Image, and Likeness refers to the new legal rights that allow student-athletes to monetize their personal brand while maintaining NCAA eligibility. This shift opened the door for athletes to earn income through merchandise, sponsorships, and appearances. From pop-up shops and birthday events to Greek tours, trade shows, and on-campus activations, I got a crash course in how to take an idea and make it live in the real world. I was designing, producing, leading, mentoring, and most importantly, making things feel personal.
That experience taught me how to move with intention. Whether I was helping a freshman create their first design or working with an athlete on a national merch drop, it was always about more than the product. It was about connection.
I took that same energy into advertising, where I had the opportunity to help shape a national commercial that centered students, legacy, and leadership. That project reminded me how powerful storytelling can be when it’s grounded in real people and purpose.
Now I work on the creative strategy and event design side of the DMC world. And while it looks different on paper, in practice it’s exactly where I’m supposed to be.
Today, I help design experiences in cities across the country. I’ve walked through museums like the Art Institute of Chicago and explored MoPOP, not just to admire the space but to figure out how we can make someone feel something inside of it.
What surprised me most in this world is how much my past still shows up. That same love for detail, emotion, and intention now applied to rooms, stages, menus, lighting, even the scent of the space. I’ve learned that the right lighting, branding moments, roaming entertainment, and unexpected gifting can shift a whole vibe. Those “little things” are actually the heartbeat of a great experience.
I’ve also had the chance to build relationships with florists, musicians, chefs, mixologists, venues, and artists—each one helping us turn a vision into something tangible. And the best part? We’re not locked into one option. We get to work with local talent, often choosing to uplift women- and minority-owned vendors who bring something unique to the table.
I’ve seen firsthand how we can create something beautiful and meaningful even when the numbers are tight, because I think creativity always finds a way. And more and more, we’re leaning into sustainability, making conscious choices that help the planet while still delivering unforgettable moments.
One of the moments that really shifted things for me was a team trip to Seattle. We spent time walking venues, meeting with local vendors, and soaking in the city. It was about more than site visits—it was about understanding how we show up in every market, how we listen to our clients, and how we dream as a team.
This work isn’t just about throwing events. It’s about telling stories through space. About crafting a feeling before the first speech is made or the first course is served. It’s about making people feel like they’re part of something and leaving them with a memory that lingers.
For me, this transition hasn’t been a pivot. It’s been a natural evolution.
From merch drops to event design. From campaigns to curated spaces.
Still storytelling. Still making it matter. Just with a bigger canvas.
About Broc
Broc Anthony
Creative Strategist & Event Design Manager – Chicago (and everywhere our offices take us)
Purpose-driven | Storyteller | Sneaker Enthusiast
I’ve been in the design world for a decade, but my path to Hosts Global, just 8 months ago, wasn’t my first trip around the events block. I live for that sweet spot where creativity meets problem-solving, when a wild idea transforms into something tangible, immersive, and unforgettable. Dream it up, then make it real? That’s my jam.
For me, design isn’t just about colors and layouts. It’s about crafting moments that connect people, inspire them, and linger long after the lights go down. Every choice I make is intentional, from the texture of a table linen to the tempo of a room’s energy. It’s all in service of creating an experience that means something.
Outside the office, I’m usually chasing the perfect bite of food, hunting for my next favorite pair of sneakers, getting lost in a deep House Music set, or exploring a fresh way to tell a story visually. Chicago has been home for most of my life, with quick stints in Scottsdale and Seattle, and I love that this city always has another layer to reveal. History, culture, and creativity are tucked into every neighborhood. It’s the kind of place that keeps you on your toes, and that’s exactly why it’s the perfect canvas for events that surprise and delight.
Ask me about the time a last-minute design pivot saved an event or where to find the best hidden food gems in the city.
