DIGITAL EVENTS
Branding, Events
When the COVID lockdown began in March 2020, ServiceNow’s annual flagship event Knowledge was scheduled to start in less than two months. The team had to quickly pivot from an in-person event in Orlando, Florida to a virtual broadcast experience.
YEAR
2020-2021
MY ROLE
Design, Art Direction, Animation
PROJECT SCOPE
Event Identity, Webpages, Broadcast Toolkit,
Animation, Social, Paid Media, Swag Pack
IMPACT
100,000 attendees worldwide
1 million minutes viewed
145 hours of customer-led content by PepsiCo, WNBA, Under Armour, Subway, Levi Strauss, and hundreds of other companies
The initial disappointment of cancelling the in-person event was palpable. Months of careful planning and preparation had gone into creating an immersive and engaging live experience for attendees. However, we had to adapt and find a way to bring Knowledge to the masses, even if it meant doing it in an entirely different format.
We tapped into the power of video streaming, virtual meeting platforms, and interactive tools. Our goal was to ensure that attendees could engage with the content, connect with fellow participants, and actively participate in discussions, albeit from the comfort and safety of their own homes.
Animation added energy and visual interest, effectively reinforcing key points. It helped imbue the brand with personality, dynamism, and a bit of fun.
Partnering with IDW, we were able to develop and implement a photography program aimed at capturing vibrant and stylized portraits of not just ServiceNow employees, but also their valued customers and leadership teams spread across the globe.
This creative initiative showcased the diversity and uniqueness of ServiceNow’s workforce. We were then able to systemitize this program, ensuring that every portrait exuded the perfect blend of professionalism, creativity, and individuality.
With the first virtual Knowledge successfully behind us, we scaled the events platform and broadcast approach to unify all of ServiceNow’s 2020 and 2021 events into one high-impact brand experience, including their annual Sales Kickoff, Employee Kickoff, Fall events, and product releases. With training sessions, the toolkit enabled global agencies and internal partners to execute the brand consistently across localized keynote and session experiences.
