Spark
Brand / Event Activation / Art Direction
Solo-designed 2,000-person conference called "best event design to date"—strong enough to greenlight a full brand shift.
Overview
Highspot was repositioning from sales enablement to revenue enablement, with AI as a supporting narrative. Their 2024 Global Customer Conference—drawing 2,000+ virtual and in-person attendees—needed to signal this shift while testing a potential new brand direction.
Year: 2024
Role: Design and direction
Tools: Figma, Adobe, Production
NDA: Yes, omitted confidential components
Problem
Tight timelines, conflicting visions, technical constraints and budget limitations, the challenge was delivering cohesive direction, high-impact design as a solo designer and production artist while art directing external vendors.
Solution
I led creative centered around space and light—a visual concept that could communicate scale, intelligence, and possibility. The visual system translated Highspot's repositioning into tangible, immersive experiences that resonated across both virtual and physical audiences.
Items
- 21 environmental signage sets (wayfinding, stage backdrops, booth graphics)
- Keynote slide decks for main stage speakers
- Social, swag and product sets
- Art direction across print, fabrication, and AV vendors
- Day-of troubleshooting and on-site execution
Impact
Leadership called it the best event design to date and the concept proved strong enough to serve as a testing ground for the company's brand evolution, directly influencing the decision to greenlight a full brand shift the following year. The event demonstrated that elevated creative direction could reset internal expectations and support strategic business transformation.
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