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Kelly Herrick

Creative Strategist at Katapult - Themed attraction design that amazes & engages globally

Kelly Herrick is the Creative Strategy Director at Katapult, an international themed attraction, experience, and destination designer based in the UK.12 She focuses on developing creative and commercial strategies to enhance guest experiences for clients.

At Katapult, Herrick leads the guest experience strategy and creates narrative concepts.1 She is known for her disruptive thinking and asking "why" to develop ideas that go beyond expectations.3 Her work involves combining real-world constraints with imaginative opportunities to create new experiences and worlds for guests.1

Herrick has worked on projects for notable clients such as Ferrari, York Archaeology, Lego, and Warner Bros. Discovery.1 She is also a speaker, having presented at SXSW 20253, and an artist who enjoys painting and hiking in her spare time.3

With a background in the entertainment industry, Herrick brings a unique perspective to her role, keeping "one foot in the real world and one foot in the imaginary one".3 Her approach to attraction design involves using insights to drive both creative and commercial results, emphasizing the importance of putting guests at the center of experiences.4

Highlights

Nov 17 · Blooloop
Lessons from the narrative of 2020 | future of attractions - Blooloop
Mar 2 · Blooloop
Guest experience vs. customer experience | changing mindsets - Blooloop

Related Questions

What are some of Kelly Herrick's most notable projects at Katapult?
How does Kelly Herrick incorporate storytelling into her themed attraction designs?
What inspired Kelly Herrick to pursue a career in creative strategy?
Can you share examples of how Kelly Herrick's work has impacted guest experiences at Ferrari, Warner Bros. Discovery, and LEGO?
What unique challenges has Kelly Herrick faced in her role at Katapult?
Kelly Herrick
Kelly Herrick, photo 1
Kelly Herrick, photo 2
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