I make brands you can walk into, wear and remember.

I'm Biushca, Brand & Experience Lead at Magnific in San Francisco. I own the brand and experience for Upscale, an AI and creativity conference for 1,000+ people.

Merch

Merch people actually wear

Upscale merch speaks the audience's language: wordplay for people who spend their days with AI models, nodes and prompts. I design every piece, from caps and totes to the badges and lanyards, and take it from sketch to delivered order, and it's always one of the most popular parts of every event, from the conferences to Upscale Day LA.

My muse is a modelHat
Send nodesT-shirt
I'd prompt thatSocks
AI see youSocks
Upscale beanie and jacket with the embroidered logo, Golden Gate Bridge behind
Beanie and jacketimages/merch-beanie.jpg
Upscale denim tote with iridescent logo, worn over a PROMPT hoodie
Tote and hoodieimages/merch-tote.jpg
Iridescent Upscale badges and branded lanyards at registration
Badges and lanyardsimages/badges.jpg
Brand & experience

Upscale

An AI and creativity conference by Magnific (formerly Freepik), in Málaga and San Francisco, with New York next. It started as an idea inside our AI marketing team, and I've owned its brand and experience since the second edition.

Taking it over

For the first edition an agency did the branding. I designed the event magazine, then took over the website and social when the agency fell short. For the next edition I pitched a new brand direction and asked to own it.

Owning it end to end

Since then I've led every event's identity, floorplans, stage and LED wall, booths, interiors, merch, video, sound and social templates. I direct around nine vendors per conference and creatively lead a team of four.

San Francisco 2026

Guests walked in under a giant M, our new logo as the entrance gate. Inside: sponsor booths, coffee carts, a boba and juice stand, a Google rooftop lounge, a sponsored happy hour and afterparty, and our own booth turned into a live Magnific demo stage.

Drone flyover of the venue set-up10–20 s, no sound images/upscale-drone.mp4
The M entrance gate at Upscale San Francisco 2026
The M gate, guests walking inimages/up-gate.jpg
Magnific demo stage
Magnific demo stageimages/up-demo.jpg
Sponsor booths
Sponsor boothsimages/up-booths.jpg
Rooftop lounge
Rooftop lounge or coffee cartsimages/up-rooftop.jpg
Attendees at Upscale
The crowd, energy shotimages/up-crowd.jpg
Upscale Málaga 2025
Málaga 2025, venue or AI exhibitionimages/up-malaga.jpg
1,000+
attendees at each of the last two conferences
4
conferences in Málaga and San Francisco
8
events in 5 cities so far
~9
vendors directed per conference

Upscale Days. Invite-only events for around 100 enterprise clients in New York, Los Angeles and London, each themed to its city. Singapore, Paris and Berlin are next.

Sponsors who come back. Google Cloud, fal and Alibaba return every year. The program grew from no booths at the first edition to eight booths, an AI exhibition and custom activations.

Acrylic arrow cutouts at Upscale
The acrylic arrows in the spaceideally with people around them images/arrows.jpg
Spatial detail

The arrows

Acrylic cutouts I designed as décor. They've been at every Upscale since and have become the event's signature.

Web

upscaleconf.com

I designed, built and wrote the conference site on my own, built with Claude Code and shipped on Vercel. Visit upscaleconf.com

upscaleconf.com
upscaleconf.com homepage
Homepage screenshot, 16:9images/website.jpg
Portrait of Biushca
You, ideally at an event you madeor outdoors, or with a cake images/me.jpg
About

Hi, I'm Biushca

I'm from Slovakia and have always worked with international teams. I studied hospitality and tourism in Denmark, where I lived for seven years, interned at Hard Rock Hotel in Thailand, and worked in Spain before moving to San Francisco.

I started in customer service, moved into marketing, then product brand design, and found my place in events. Outside work I'm outdoors as much as I can be, and I bake cakes that are as pretty as they are delicious.

  • Slovakia
  • Denmark
  • Thailand
  • Spain
  • San Francisco