Seismic
Shift 2024
Experiential Creative Direction
LIVE EVENTEnterprise-level event creative direction and design execution to push what’s possible.
OPPORTUNITYShift is Seismic’s annual conference, with customers and prospects traveling from all around the world to connect, gain inspiration, and learn from leading experts on enablement. The brand and events team had two main goals, including an above benchmark NPS score (Benchmark is 30-50), and to create a cohesive brand experience that felt immersive, inspiring and enterprise that could increase attendee confidence, to support conversations at the event to close new deals and land renewals.
CATEGORIESCreative Direction
Experiential Design
Project Management
Brand Operations
“The complete unity of the look and feel was outstanding.”
CUSTOMER ATTENDEE
MY ROLEI was responsible for the creative direction and execution of the brand creative across all designed touch points (including signage, digital, print, swag, and presentation designs), as well as the management of creative vendors and brand operations.
Our team needed to deliver roughly 200 printed signs for the event. Knowing this, I chose to have the team work within Figma, allowing for easier collaboration and system building. I established a master file for the team and stakeholders to work within, built out components and auto layouts, and created a creative system for different categories of signage, in order to maintain consistency across the space and to easily rinse and repeat the signs.
This resulted in a single point of truth and clear alignment for the team and saved hundreds of hours on custom designs.
SYSTEM CREATION
We had a smaller budget than in previous years, with more print needs and the print prices had gone up. This meant I needed to think outside the box on how to still make dynamic and built out spaces without breaking the bank. This example, instead of paying the $4000 for a small section of vinyl on the windows, I designed an $1800 layered medium signage entrance that still felt impactful for the attendee.
DOING MORE WITH LESS
RESULTEXECUTIONThe work streams were broken down into five categories: swag, large signage, medium signage, print, and digital. Within each of these categories, I assigned a design lead. Due to the amount of work we needed to create in a short amount of time, I designed all medium signage, half of large signage, and breakout decks.
I led weekly design review calls to give creative direction and feedback to ensure all outputs were cohesive and elevated.
WORK STREAMSSignage
Print
Digital
Swag
Large Signage Pieces
50+
100+
Medium Signage Pieces
50+
Small Signage Pieces
40+
Breakout Decks
Digital Assets
100+
15
Swag Items
EVENTShift took place over three days, with well over 1,000 attendees. I captured candid photos that I could edit quickly to post recaps across social and the blog each night, as well as include in the next day’s presentations.
We executed the creative on time and budget and exceeded our KPIs.
CONCLUSION52
NPS Score (goal of 50)
1,000
Attendees
4.8/5
Attendee Brand Experience Score
429
Companies Represented
23 Mil
New Pipeline
600
Unique Assets Created
CREDITSSeismic Brand Team
Allyson Fowler, Content Manager
Annie Garcia, Senior Designer
Renae Rodriguez, Senior Designer
Eric Shepherd, Design Manager
Seismic Events Team
Katie Brunette, Senior Director, Brand & Events
Jenn Luong, Manager, Event Marketing
Jesse Jay, Senior Event Marketing Manager
Mikaela Karcher, Event Marketing Manager
External Support
Alex Adkins, Planwell
Jennifer Corwin, Event Marketing Partners
Eli Hernandez-Scales, Designer
Cover Video: PushPlay