Shedrack Worrell, Creative Director and Multidisciplinary Designer at SWD Agency based in the United States, urges creatives and brands to design experiences with purpose, honesty, and heart.

NEW YORK CITY, NY / ACCESS Newswire / February 3, 2026 / Shedrack Worrell, Creative Director and Multidisciplinary Designer, is raising awareness around the need for more intentional, purpose driven and human-centric design across the experiential, event, and brand industries. Drawing on years of hands-on experience, Worrell is advocating for a shift away from surface-level spectacle and toward experiences rooted in clarity, purpose, and human connection.

"In a fast-moving industry, it's easy to design for attention instead of meaning," Worrell says. "But people feel the difference right away. Intention shows up in the work, whether we acknowledge it or not."

Why Integrity in Experience Design Matters

Experiential design has grown rapidly over the past decade. According to industry research, live and experiential marketing continues to rank among the most effective ways for people to form lasting impressions of brands and services. Studies consistently show that people remember experiences far longer than ads or messaging alone.

Yet with that growth comes pressure. Faster timelines. Bigger reveals. More noise.

"When speed becomes the goal, integrity is often the first thing sacrificed," Worrell explains. "That's when experiences start to feel empty."

Research in behavioral psychology supports this view. Emotional engagement plays a major role in memory and trust. Experiences designed without clear intention may attract attention in the moment but fail to create long-term impact or credibility.

From Design Output to Experience Thinking

Worrell's career has focused on reframing how experiences are built. His work spans event design, experiential environments, floral design, and creative services for brands and products. Across all of it, he emphasizes experience as a system rather than a single moment.

"People don't remember every detail," Worrell says. "They remember how something made them feel. That feeling is designed long before the event itself."

To support this approach, Worrell developed his proprietary Magic 8 Framework. The framework applies design thinking and strategy to creative vision, helping ensure that ideas are aligned with purpose, function, and emotional outcome.

"I created the framework to keep creativity honest," he says. "It forces you to ask why before you decide how."

A Call for Intention, Honesty, and Transparency

At the center of Worrell's advocacy is what he calls integrity-led design. This philosophy is built on intention, honesty, transparency, and heart. He believes these principles should guide not just creative output, but also leadership and collaboration.

"Integrity protects the work and the people involved," Worrell says. "If something doesn't align, it's okay to slow down and rethink it."

He encourages designers, planners, brand leaders, and creatives to reflect on their own processes. Are decisions being made for clarity or for convenience? For people or for optics?

What Individuals Can Do

Worrell emphasizes that change does not require a title or a platform. It starts with individual choices.

"Ask better questions," he says. "Design with intention. Be honest about what you're creating and why."

He encourages professionals to take time to define the purpose behind their work, to listen more closely to audiences, and to prioritize long-term impact over short-term attention.

"When you lead with heart, the work holds up," Worrell adds.

About Shedrack Worrell

Shedrack Worrell is a Creative Director and Multidisciplinary Designer at SWD Agency whose work spans event design, experiential design, floral design, and creative services for brands, products, and services. He is the creator of the proprietary Magic 8 Framework, which applies design thinking and strategy to creative vision and experience design. His work is grounded in integrity-led design, emphasizing intention, honesty, transparency, and heart.

Contact: shedrack@shedrackwdesign.com

SOURCE: Shedrack Worrell