CREATIVE DIRECTION · ART DIRECTION
A clear vision.
A place worth experiencing.
I help studios and owners shape attractions and themed experiences, from the first question to the creative decisions that carry a project forward.
Find the right support ↓BAIRD CREATIVE & DESIGN · LED BY TAYLOR A. BAIRD
Creative leadership with a pencil in hand.
I provide creative direction and art direction for attractions and themed experiences. My background includes Universal Creative, PGAV Destinations, and Event Network. I bring hands-on design experience to the conversations that shape a project, using sketches, diagrams, and layout studies to make the options visible before a team commits to a direction.
TWO WAYS TO WORK TOGETHER
The right creative support
for your side of the table.
DESIGN STUDIOS & PRODUCERS
Concept Design
& Art Direction
Your team has the talent. You need a creative lead for an attraction, an experience, or a defined part of a larger project.
- Clarify the brief, explore ideas, and lead the first round of concept design through client review.
- Contribute sketches and design studies, lead working sessions, and guide the story, guest journey, layout, and visual direction.
- Bring the work together as a concept package for review.
- Stay involved through agreed design and production milestones, responding to budget, schedule, and fabrication constraints while preserving the creative intent.
A clear first engagement
A concept package scoped to the project. It may include a creative brief, a guest journey or scene sequence, and sketches or layout studies.
You provide the design team. I lead the creative work within the agreed scope.OWNERS, OPERATORS & DEVELOPERS
Owner’s Creative
Representation
You have an idea for an attraction or experience. You need help defining it, finding a design team, and guiding the work that follows.
- Clarify what guests should experience, what the project needs to accomplish, and the expertise the team will need.
- Turn those priorities into a creative brief and identify design firms that fit, with reasons for each recommendation.
- Help evaluate proposals and participate in interviews.
- Once you hire a firm, brief the team, review key milestones, and turn your feedback into direction designers can act on.
A clear first engagement
One project, a creative brief, and a shortlist of design firms with reasons for each recommendation. Continued representation can follow as the project develops.
You select and hire the design firm. You retain final approval.ONGOING CREATIVE LEADERSHIP
Fractional Creative Direction
Experienced creative leadership for projects and teams that need ongoing direction without a full-time creative leadership hire.
I work alongside your existing team on an agreed schedule, helping connect the story, guest experience, and design decisions as the project develops.
What that can include
- Regular creative reviews and working sessions to keep the design aligned.
- Direction for concept packages, story development, and the guest experience.
- Coordination with design firms, vendors, and consultants around the creative intent.
- Leadership alignment workshops and support for key presentations and decisions.
- Review at agreed design and production milestones as budget, schedule, and fabrication requirements evolve.
We agree on the scope, working rhythm, and review milestones up front. Support can continue after an initial concept engagement or begin with a project already underway.
Discuss ongoing creative support →THE PROCESS
Make the decisions visible.
The scope changes from project to project. The aim stays the same: give people a clear basis for deciding what comes next.
- 01
Understand the ambition
Listen to the people behind the project. Define the guest experience, goals, constraints, and decisions that need to be made.
- 02
Explore through drawing
Use sketches, diagrams, layout studies, and working sessions to compare directions. Get to the reason behind a preference so the team can judge what serves the story and guest.
- 03
Build a shared direction
For a studio, bring the concept together for client review. For an owner, establish the brief and help choose the team to develop it.
- 04
Carry the intent forward
At agreed milestones, review how the design is developing. Clarify what needs to hold and where the team has room to adapt.
HOW I WORK
A sketch gives a conversation something concrete.
I draw as part of leading. It helps people see a design choice, test an idea, and understand why one approach serves the experience better than another.
Explore drawing & concept studies →CAPABILITIES & FOCUSED ENGAGEMENTS
Support where the project needs it.
Story & spatial design
Creative briefs, guest journeys, scene sequences, concept sketches, master-planning studies, and architectural and scenic direction.
Visualization & communication
3D modeling, renderings, Enscape walkthroughs, graphic design, color and finish studies, concept packages, and executive presentations.
Creative review & alignment
Experience audits, attraction concept reviews, creative due diligence, workshop facilitation, vendor design reviews, and ongoing fractional creative direction.
Engagements are scoped around the decisions, deliverables, and review milestones your project needs.
THE APPROACH IN PRACTICE
Ideas that help a project move forward.
DARK UNIVERSE · UNIVERSAL EPIC UNIVERSE
A line of separation that stayed.
While contributing to master planning, I sketched a body of water to separate the manor from the village. The team responded well to the idea. As the design evolved, the water became a dry riverbed, and that separation carried through.
Explore the Epic Universe case study →CONFIDENTIAL DESTINATION PROJECT
Finding direction when a concept had stalled.
I joined a project through PGAV when the creative direction had stalled. I led working sessions with client representatives, used creative exercises to surface candid feedback, and helped arrange the scenes into a guest journey that built as a story. I then led a team of about 19 through delivery of the concept design package.
The representatives responded positively and said they would explore another use for the concept with the IP holder if the client chose a different direction. The final decision is unknown.
Project and client details remain confidential.
