I've done a lot of experiential work over the past few years—from writing speeches for C-suite leaders to designing the strategy and creative for huge events, I've worked on experiential strategy, branding, messaging, designing and executing every aspect of the process. I love the work of inventing a powerful customer journey and speaking to the audience in new, surprising and delightful ways.
Intel Developer Forum (IDF) 2015 is a 7000+ person event that was held in San Francisco in August of 2015. It's a highlight of the developer calendar and lives up to its billing as the perfect place to experience the latest in Intel's technological innovations and meet and connect with Intel experts and industry thought-leaders.
With Intel brand under new (and exciting) leadership, Jack Morton worked with multiple other agencies to bring IDF to life and I was the Creative lead for the Jack team who, working with an impressive client-side team, were responsible the production of the event, the visual look-and-feel, motion graphic design, environmental structure design, as well as experiential activations, marketing strategy, attendee experience, and trade-show floor design.
IMPACT is an invitation-only industry conference where Registered Investment Advisors (RIAs) come together to learn about and collaborate on key issues and best practices. It's a tent-pole for the Schwab's event strategy and a key part of their marketing efforts. We were engaged by Schwab to help with the online presence, digital marketing, theming, and event look & feel for IMPACT 2014 and I led up that effort as the Senior Creative Director for Jack Morton and was responsible for working with my client-side partners and leading the design and theme explorations, art and copy for marketing materials and onsite signage, direct mail design and execution, online and mobile digital design efforts, as well as event marketing strategy.
Ray Davis, the CEO of Umpqua Bank, is an incredibly smart, engaging and insightful man and his team wanted to ensure that as he presented at C2MTL his personality really came through and that he was able to really connect to the audience with his dynamic and fun story.
I worked with Ray and his team to develop his narrative and bring his words to life in a fun, engaging, and compelling presentation script and slide design, and working with his team, we developed a speaker boot camp for him, in a hotel ballroom in Portland, Oregon, and worked with him to get him (and his presentation) stage ready.
No pretty pictures or videos here... and not much that I can really talk about in detail, but coming off our work on IMPACT 2014, we were engaged in a six-month-long effort to assess Schwab's event strategy and help them define, articulate, and refine a forward-looking, long-term strategy to maintain their status as the leader in the competitive financial services landscape.
The key for us was realizing that we didn't have to solve all of Schwab's problems—they have plenty of smart people internally who have the best answers to all of their problems—instead we used an approach based on facilitated workshops in an effort to help them find their way to solutions that were legitimately "home-grown" and inherently palatable—our internal clients planned their own future which guaranteed a level of buy-in and promised a greater sense of ownership and accountability for the final result.
My strategy partner and I conducted interviews with the Executive Leadership team to help define the company's long-term goals and designed and led a series of facilitated workshops with senior leaders to highlight trends in brand experience design and help the internal Schwab teams identify and isolate critical goals, opportunities, key initiatives and lay out realistic paths towards achieving success, in a 92 page Long-Term Strategy Playbook that serves as the Bible for Schwab's RIA engagement strategy over the next 5 years.
This was a 10,000 person inaugural event and there were many things that needed to be decided including event logo design, brand messaging, strategy, overall messaging, attendee experience, visual design, digital strategy and design, stage design, trade-show floor design, senior executive scripts, video script writing and production, and entertainment. As the Executive Creative Director for the event, I was the key creative for all these processes and intimately involved in every aspect of the event’s design and execution (and ultimate success).
Another inaugural event where I was tasked with bringing to life a company’s mission and helping them knit together their community, which was disjointed after a series of mergers and acquisitions. Working directly with CEO Jeff Ray and CMO Rix Kramlich, I guided the effort from ideation to execution – event logo design, brand messaging, strategy, overall messaging, attendee experience, visual design, digital strategy and design, stage design, senior executive scripts, video script writing and production, and entertainment.
NVIDIA asked us to help them launch a new Android-based handheld gaming device that they had developed. My Strategy partner and I led the design of market research and conducted interviews to understand the market space, and design a go-to-market strategy based on shopping mall kiosks, movie theater engagements and gaming conventions. I also worked on designing the booths and kiosks as well as executing the campaign, and also helped design the retail end-caps for all partner stores in the US market.