Paulina Modestow : Growing Creativity from Graphics to Event Design at VDA
Your journey at VDA started as a graphics lead, and now you’re shaping unforgettable experiences as an event designer. How has VDA supported your growth and encouraged you to explore new creative paths?
When I first started at VDA as a graphics lead, I had no idea just how much creative magic was happening behind the scenes. Honestly, I felt like a kid sneaking into the coolest treehouse, watching these talented designers take even tiny projects and turn them into showstoppers. It was inspiring, yet a little intimidating! Getting to be a fly on the wall for projects of all sizes taught me so much, and over time, VDA’s “you’ve-got-this” energy nudged me to step outside my comfort zone. That encouragement gave me the confidence to grow into an event designer and explore just how far creativity can go when you have a team cheering you on.
What excites you most about working at the intersection of graphic design and event design, and how does VDA’s approach to innovation help you bring bold ideas to life?
Graphic design is awesome, but it’s a bit like coloring inside the lines. Event design? That’s when you rip up the coloring book and build a whole theme park instead! With event design, you can transform a concept into an experience that people can physically step into. Take CrowdStrike, for example—they had a graphic showing the layers of their cybersecurity platform. Cool, but we cranked it up a notch by creating a real-life descending tunnel with dynamic lighting that brought the whole thing to life. Seeing people walk through it, totally immersed, was priceless. That’s the magic of VDA—they give you the tools and trust to take wild ideas and run with them.
Can you share a favorite project where you felt your creative vision truly elevated the client’s brand and their event goals?
One of my favorite projects as of late was a pop-up event here in Boston for a gamer. The venue had its challenges—low ceilings and tight spaces that made event flow tricky—but that didn’t stop us from creating an unforgettable experience. Instead of relying on off-the-shelf arcade games, we designed custom ones that not only maximized attendee engagement, but also tied seamlessly into the brand. The best part? The setup allowed the gamer to interact with attendees on a personal level, turning their idol from a guy on a screen into someone they could actually connect with. Seeing it all come together and watching fans light up was an incredible moment.
What lessons have you learned at VDA that could inspire others looking to grow their careers in this dynamic field?
If there’s one thing I’ve learned, it’s this: collaboration is the secret sauce. When you bring different ideas and perspectives together, that’s when the magic really happens. Don’t settle for your first idea—or even your second. Those are usually the low-hanging fruit. Push yourself to dig deeper, and that’s where the unique, “wow-factor” ideas live. Oh, and stay curious! This field is constantly changing, so being a lifelong learner is a superpower.
How do you see VDA leading the way in redefining event design, and how does your work contribute to creating meaningful, future-forward experiences for our clients?
What sets VDA apart is our ability to tailor each design to our clients’ unique needs. Whether it’s sleek and modern, or a blend of textures like metal and wood, we approach every project as an opportunity to create something truly customized and new. Your booth or event won’t just blend into the crowd—it will stand out as distinctly yours. Drawing from our theatrical roots, we layer creativity and craftsmanship into every build, ensuring it tells a story that resonates with the audience. It’s the focus on individuality and personalization that helps us redefine what event design can be—memorable, meaningful, and anything but cookie-cutter.