Novant Health ×
Junior Achievement
BizTown
Transforming a dull educational facility into a vibrant, branded environment that received the fastest client approval in project history.
The Ask
Junior Achievement BizTown is a hands-on learning facility where students run simulated businesses, manage finances, and explore careers. The Novant Health–sponsored space had good bones — but the design was generic, uninspiring, and failing to engage the young visitors it was built to serve.
The ask: reimagine the space as a fully branded, interactive Novant Health environment that sparks curiosity, communicates the hospital's mission, and positions healthcare as an exciting, accessible future for kids.
![[IMAGE: original space — before redesign]](/IMG_02.jpg)
Lead designer. First concept. Built to win.
One of three designers brought onto this project with a tight concept deadline, I led the development of the initial vision — and delivered the concept selected by leadership for the full redesign.
My scope covered the full environmental experience: site visit and spatial measurement, visual branding and color strategy, wall graphics and signage design, interactive and digital display direction, flooring and lighting recommendations, and branded swag ideation. I collaborated directly with Novant's marketing team to ensure alignment with the brand system and Junior Achievement's educational mission.
![[IMAGE: site survey — wall dimensions annotated on photos]](/IMG_03.png)
Generic space.
Generic result.
The space felt static. Muted colors, generic layouts, nothing that said healthcare — and nothing that spoke to kids.
The redesign needed to do three things at once: express Novant Health's brand with authority, create distinct activity zones that felt dynamic and age-appropriate, and prioritize accessibility and visitor flow without sacrificing energy.
My solution: bold primaries anchored by Novant's purple; dynamic zoning inspired by adventure-themed environments; motivational typographic moments; interactive "selfie" beats including surgical lamp backdrops and a skeleton greeting station; and a VR-ready medical experience station.
Measure. Design. Approve.
![[IMAGE: site survey photos with dimension annotations]](/IMG_04.png)
![[IMAGE: floorplan diagram with activity zones]](/IMG_05.png)
![[IMAGE: proposed wall renders — purple No Limits. wall]](/IMG_06.png)
The finished space.
![[IMAGE: "No Limits." welcome wall — Novant purple, surgical lamps, welcome desk]](/IMG_07.png)
![[IMAGE: students at interactive stations]](/IMG_08.png)
![[IMAGE: grand opening event — Novant staff and students]](/IMG_09.png)
![[IMAGE: custom kids tickets]](/IMG_13.png)
![[IMAGE: custom puzzle giveaway — PuzzleBox-2]](/IMG_14.png)
![[IMAGE: play dough takeaway]](/IMG_15.png)
experience.”
The redesigned BizTown Discovery Center opened to immediate enthusiasm. Novant Health organized a grand opening event to showcase the transformation. The space now functions as a community anchor — elevating visitor engagement and positioning the hospital as a meaningful partner in youth education and career inspiration.