Kylie Ayala on Balancing Innovation with Practicality

With over 17 years of experience, Kylie Ayala specialises in creating branded content that seamlessly integrates events, digital platforms, Web3, and more. Her work focuses on building meaningful connections through shared experiences, crafting content that surprises, and engages audiences in unexpected ways. Passionate about the magic of these moments, she believes in their power to leave lasting impressions and foster genuine relationships between people and brands.

Design has always been at the core of marketing and advertising, and in 2025 it’s more important than ever. As the landscape evolves, brands must rethink how they connect with their audiences—particularly by embracing disruption and creating moments that move beyond traditional design.

She is currently serving as the VP of creative, leading innovative brand experiences that push boundaries and redefine how brands engage with people. Here’s her take on the design trends that are shaping the future of brand experiences.

LBB> Tell us about your current role and design specialism(s)?

Kylie> As VP of creative, my focus is on crafting immersive brand experiences that push the limits of traditional design. I specialise in integrating unexpected elements like gaming, interactive experiences, and personalised moments that engage audiences in new ways.

My role is about finding innovative ways to make brand interactions feel real, personal, and memorable by stepping outside the boundaries of conventional design.

LBB> What drew you to design in the first place, and how has your design career evolved?

Kylie> I’ve always been fascinated by how design can shape experiences and tell stories.

Over time, I realised that design isn’t just about creating visually appealing work—it’s about creating immersive experiences that engage people emotionally.

My career has evolved from traditional graphic design into a more holistic approach that blends design with technology, gaming, and real-world experiences. This shift has allowed me to focus on building experiences that truly resonate with audiences.

LBB> What aspects of design do you get really nerdy about personally?

Kylie> I’m especially passionate about how gaming and interactive experiences are being integrated into the real world. It’s incredibly exciting to see how we can take elements from gaming, which was once confined to screens, and introduce them into physical spaces, creating unexpected moments of engagement.

I’m always excited to explore new ways to make design more interactive, allowing people to connect with brands in more personal and dynamic ways.

LBB> There are so many new design tools out – what tools do you like to use and why?

Kylie> For me, the real magic happens when we think outside of traditional design tools. It’s about embracing immersive design concepts that bring audiences into an experience, not just showing them something on a screen.

Tools like augmented and virtual reality, as well as experiential setups that let people engage physically and emotionally with a brand, are where the most exciting design work is happening. It’s not just about using new tools; it’s about rethinking how we interact with people in a more immersive and real-world way.

LBB> Design Thinking - thoughts?

Kylie> Design Thinking has always been at the core of how we approach design challenges. It’s a process that’s fundamentally user-centred, allowing us to create solutions that meet real needs.

The most successful brand experiences today are those that understand the audience on a deep level, anticipate their emotional needs, and create experiences that speak to them in unexpected and personal ways. Design Thinking allows us to think outside the box and approach challenges with empathy and creativity.

LBB> What are the most persistent misconceptions about your particular design specialism that you see across the advertising and marketing landscape?

Kylie> A common misconception is that experiential design is simply about creating flashy or extravagant events. In reality, it’s about creating meaningful, memorable interactions that resonate with people.

The focus is on crafting real connections—whether that’s through gaming, interactive storytelling, or immersive experiences—that allow brands to build relationships with their audiences in ways that are both creative and authentic.

LBB> Accessible design is an increasingly prominent topic - from your experience, what are the most challenging facets of accessible design? And what does best practice in accessible design in your particular design specialism look like?

Kylie> Accessible design is critical, especially when creating interactive or immersive brand experiences.

One of the biggest challenges is ensuring that every user—regardless of their abilities—can engage with the experience in a meaningful way. Best practice in my field means considering accessibility from the start. It’s about designing inclusive experiences that invite everyone to participate, from physical activations to digital spaces.

Accessibility is about breaking down barriers and ensuring that the experience is available to all, regardless of background or ability.

LBB> What design controversies or challenges do you find trickiest to navigate?

Kylie> The biggest challenge in my work is balancing innovation with practicality. As a designer pushing boundaries, there’s always pressure to come up with the next big idea, but it’s also important to ensure that the experience remains functional and effective. It’s about finding that sweet spot where creative disruption meets user-friendly engagement.

LBB> How do you think about the ethics of design?

Kylie> Design has a profound impact on society, so it’s essential to approach it with responsibility. Ethical design is about being mindful of the user’s experience and ensuring that the designs we create are inclusive, honest, and transparent.

As designers, we have the power to influence behaviour, and with that power comes the responsibility to create work that benefits people and respects their needs.

LBB> What are some of your favourite examples of creative design solutions that inspire you?

Kylie> I’m constantly inspired by design solutions that break new ground—especially those that integrate gaming elements into real-world experiences.

For example, creating immersive environments based on video game worlds or interactive experiences like we did for Amazon Studios with Red One, where fans can step into key moments of the film.

These types of experiences not only engage but also allow people to feel a deeper connection with the brand or story, something that was once confined to the digital space but is now coming to life in unexpected ways.

LBB> Which design projects throughout your career have been the most satisfying to work on and why?

Kylie> One of the most satisfying projects I’ve worked on involved creating an interactive, real-world experience for 'Planet Coaster 2'. It was exciting to see how we could bring a video game to life, turning an immersive game world into a physical experience.

The project showed how gaming can transcend its digital roots, creating a unique opportunity for audiences to engage with the brand in a completely new way.

LBB> What’s going on at the moment in design that’s getting you particularly excited?

Kylie> I’m really excited about how gaming is being integrated into real-world experiences in new and unexpected ways. As brands move beyond traditional gaming platforms, they’re finding innovative ways to make gaming more interactive and engaging, offering audiences experiences that are both personal and immersive. The possibilities for this are endless, and it’s thrilling to be part of this disruption in the design landscape.

LBB> Who are your design heroes and why?

Kylie> I’m inspired by designers who take risks and push boundaries, like Jonathan Ive with his work at Apple, and pioneers in the gaming world who create experiences that challenge how we interact with narratives. These designers are redefining how we experience technology and design, and I admire their ability to innovate and think beyond the conventional.

LBB> Thinking of people at the beginning of their career, what advice would you give them for navigating this constantly changing field?

Kylie> My advice would be to stay curious and never stop learning. The design world is evolving rapidly, and the best designers are those who are open to new ideas and willing to experiment. Don’t be afraid to step outside your comfort zone and embrace new technologies, because the future of design will be shaped by those who dare to disrupt the norm.