Workday Rising 2024

Workday Rising 2024 was Workday’s largest customer conference yet. With almost 18,000 attendees, this conference was jam packed with experiences and needed the branding to make them shine. I lead the charge when it came to the heart of the event, the expo. Leading the creative strategy and working with our vendor partners, Sparks, we developed a visual language that helped to tell the story of Workday and what makes it the platform solution for all your business needs moving you Forever Forward. I worked with my team of designers and copywriters as well as event managers, product marketing, and others across marketing to create a consistent brand impression throughout. I even got to present to 2,00 first time attendees and tell them all about how important the creative is to the event!

 Workday DevCon 2024

Workday Devcon is a conference dedicated to developers, where the theme was “The Power to Build is Yours." This event is designed to empower attendees with innovative ideas and practical skills required to construct the future of technology. We built upon the brand established in years past and updated it to feel relevant to the theme. The intent was to make attendees feel empowered to innovative and build on the Workday platform while in a fun and lively atmosphere. Harnessing the power of language and creative elements, we used the brand to create a compelling narrative that resonated with developers. By crafting a unique voice and employing thoughtful storytelling, we engaged attendees on a personal level, making them feel seen and valued. Through interactive activations, fun SWAG, and surprise and delight moments, we fostered connections among attendees, transforming them from mere participants into active members of a vibrant community.

 Workday Trade Shows

I took over the creative strategy for Workday Trade Shows about a year into my career. Developing a creative strategy and maintaining a consistent brand presence for Workday Trade Shows was essential to standing out in a competitive landscape. This approach involved understanding the target audience, defining clear messaging, and creating visually engaging materials that resonated with attendees. By leveraging innovative design elements, interactive displays, and cohesive visual storytelling, we could effectively convey our unique value proposition within limited real estate. Consistency across all touchpoints—from booth design to promotional items—reinforced Workday’s brand recognition and fostered deeper connections with potential customers.

 Workday Rising 2022

Rising is Workday's premier customer event, drawing 15,000 attendees and fostering connections within the Workday community. Following our first in-person gathering in 2022 after the COVID-19 pandemic, the event flourished with energy and excitement. My role encompassed key responsibilities, including advising on branding strategies, leading the comprehensive design for the expo experience, and providing guidance on all design elements, from digital interfaces to collateral materials and engaging activations. This collaborative effort aimed to create a cohesive and memorable experience for all attendees, highlighting the innovation and community that defines Workday.

 Workday Devcon 2022

DevCon 2022 marked a significant milestone as Workday's inaugural developer conference. The event was characterized by a fast-paced and scrappy atmosphere, presenting a unique opportunity to infuse creativity into its first outing. I took the lead in shaping the entire experience, overseeing aspects such as digital content, experiential elements, video production, presentations, collateral design, and attendee engagement. The excitement of establishing a dynamic foundation for future events was unparalleled, making DevCon 2022 a memorable turning point for Workday's developer community.

 Cisco Live 2018

Cisco Live is Cisco’s annual customer event, bringing together 28,000 attendees in Orlando at the Orange County Convention Center this year. As the lead for the event, I was responsible for strategizing, conceptualizing, and implementing the design of the environmental signage. My team and I developed engaging and innovative concepts, including whimsical balloon clouds and larger-than-life letters, creating a vibrant atmosphere that enhanced the overall attendee experience. Photos courtesy of Malcolm Taam.

 Cisco Live 2017

Cisco Live, Cisco’s annual customer event, took place this year at the stunning Mandalay Bay Convention Center in Las Vegas, attracting 28,000 attendees. As the lead for this event, I was responsible for strategizing, conceptualizing, and implementing the designs for hundreds of signs, ranging from large banners to tabletops. Among the standout features was an impressive 12-foot-tall lenticular installation that added a dynamic visual element to the event. Every design choice aimed to enhance the attendee experience and create a vibrant atmosphere at this premier tech gathering. Photos captured by Malcolm Taam.

CiscoLive 2016