Unleash 2023

Dates: Jan 2023 - Nov 2023
Role: Creative Director, Experiential Marketing + Brand

Lead the creative development and execution of a comprehensive brand system for a $4 million event, from concept to stage. This collaborative effort not only resulted in a seamless and visually stunning event but also significantly enhanced brand recognition, attendee engagement, and overall success.

Contributions

• Led the development and execution of a comprehensive brand system for a $4 million event spanning 3 days, featuring 60 sessions, and involving 1,600 professionals

• Collaborated with a diverse team of professionals, including writers, production artists, directors, event planners, food and beverage partners, merchandise collaborators, marketing strategists, and more

• Oversaw all aspects of the event, which attracted 1,000 attendees

• Achieved a seamless and visually stunning event

• Significantly enhanced brand recognition

• Fostered high levels of attendee engagement

• Played a pivotal role in contributing to the overall success of the event

Ready, set, Unleash!

Our small in-house team embarked on the task of creating a robust and dynamic identity system for Outreach's flagship event, Unleash. Drawing inspiration from the energetic 'Ready, Set, Go!' spirit of the sales game, our approach seamlessly blended classic fast-cut motion design with a contemporary twist on retro sensibilities. It was essential to strike a balance that captured the event's essence.

Unleash is deeply rooted in the potential of AI, and we recognized the need to avoid falling into the clichés often associated with artificial intelligence. Our goal was to ensure that the event's visibility and uniqueness remained intact, offering attendees a fresh and engaging experience while staying true to its core theme.

Unleash 2023 Brand Guidelines

With numerous components and stakeholders involved in a $4 million event, the creation of a comprehensive style guide proved to be pivotal for our success. This style guide encompassed a wide range of elements, including color treatments, shape usage, logo variations, ad kits for paid social media and organic channels, email content for both prospects and customers, messaging sentiments, presentation templates, textures, call-to-action (CTA) scenarios, and merchandise guidelines.

To ensure seamless coordination, we disseminated this style guide to our field marketing partners, event staff, third-party vendors, and even created a Canva library that was accessible across the entire company. This allowed us to facilitate organic LinkedIn ad creation and provide support efficiently.

A striking web experience for Unleash 2023

Creating a visually captivating web experience was the first step in differentiating Unleash 2023 from the previous versions of the event. This was the chance to show prospects, AE’s, Sales Leaders and customers the new Outreach. I worked directly with our web development team to create this site from the ground up.