The story
becomes a place.
Jake Rosenberg turns cultural insight, IP, and brand meaning into physical worlds people can enter—then helps multidisciplinary teams carry them from first idea through opening.
Creek Keeper · Public art · 2023 ↗Ideas that
survived reality.
Six cases selected to prove creative direction, systems thinking, cross-functional delivery, and public use—not simply visual range.
Creek Keeper
An illuminated guardian for Waller Creek: part animal, part landscape, and part local legend.
Open case study ↗
Critter Corral
A compact, ultraviolet world of mutant mascots, field evidence, and Austin folklore—conceived as an attraction, not a decorated room.
Open case study ↗
FIFA Hospitality
A global hospitality language translated into lounges, terraces, guest touchpoints, and live-event environments across the United States, Canada, and Mexico.
Open case study ↗
Lollapalooza
A monumental character object designed as landmark, photo ritual, and living piece of a major festival identity.
Open case study ↗
Fear Fair
A temporary haunted-fair environment built from Texas roadside mythology, scenic sequencing, and the operating logic of a live attraction.
Open case study ↗
Fortlandia
Repeat commissions that turn oversized creatures and illuminated plants into durable, public-facing worlds.
Open case study ↗North star
to opening.
The useful creative lead keeps the shared purpose and audience promise coherent while the work moves through stakeholders, disciplines, budgets, sites, fabrication, and public reality.
Research the culture, audience, institution, and place; locate the tension; define the shared purpose.
Turn that purpose into a promise across narrative, identity, environment, interaction, and audience journey.
Align clients, designers, fabricators, installers, operators, budgets, and site realities without losing the promise.
Test the world against audience behavior, opening conditions, public use, and measurable proof.
Jake works as both an originator and an embedded collaborator: comfortable defining the point of view, translating it across disciplines, and protecting shared authorship.
Founder-level responsibility through ALT trained him to win work, define scope, assemble teams, communicate with clients, and stay accountable through opening.
Review experience and working range ↗