KNOWLEDGE LIVE
Event Brand Strategy
Knowledge is ServiceNow’s annual flagship event. This is the place where shared learning happens and connections are born. It is where ServiceNow’s customers and partners realize how they can address the biggest challenges facing their businesses today.
PROJECT SCOPE
Event Identity, Style Guides, Environmental Signage, Event Webpages, On-site Mobile App, Swag, Social and Paid Media, Presentation Slides, Animation
MY ROLE
Design, Art Direction, Animation
IMPACT
25,000 attendees from 81 countries
$3 billion worth of pipeline attended
152 new customer and partner logos in attendance
In May of 2022, the world rejoiced as we finally kicked off Knowledge IRL. After two long years without in-person events, the excitement hung heavily in the air. But this year, rather than opting for a single 20,000+ mega-event in Las Vegas, we decided to take Knowledge on a global journey, hosting it in four different locations around the world: NYC, The Hague, Sydney, and, of course, Las Vegas.
In addition to bringing Knowledge to their customers and partners worldwide, we used the event platform to unveil ServiceNow’s rebrand and core message “The world works with ServiceNow.” My primary focus revolved around immersing our brand into both physical and digital event spaces, helping to shape and enhance the entire attendee journey.
I worked alongside and helped direct a team of skilled builders at a variety of different venues, overseeing graphics and install. By working in tandem with these essential counterparts, we were able to maintain a cohesive brand vision throughout each space.
We created scalable design systems through the development of asset libraries and supporting guidelines. These resources served as the backbone of the company’s brand consistency and allowed for efficient and effective implementation across the entire event.
The photography we curated for Knowledge was divided into four supporting categories that could be combined together in layouts to create engaging portrayals of the people and worlds the ServiceNow platform empowers.
People
Work
Places
Industries
The integration of motion-enhanced content into keynotes, digital signage, and social brought a new level of impact and engagement. By successfully marrying form and function, these animations added vibrancy and visual appeal.
I helped design a range of webpages and digital components that catered to the diverse needs of attendees. User-friendly navigation and the integration of interactive elements enhanced event registration and attendee engagement. The result was a comprehensive suite of solutions that not only facilitated the smooth management of events, but also amplified the overall experience for organizers and participants alike.
Researching and testing of various materials, furniture, and foliage ensured we were making the best choices for our event environments. From durable metals to versatile plastics, woods, fabrics, and carpets, we considered each material's unique characteristics and suitability for the specific application.
Using a variety of substrates added an extra level of customization. This approach to material selection and substrate utilization enabled us to achieve outcomes that not only enhanced the overall functionality of the event, but also elevated the aesthetic appeal of the brand.
After the success of Knowledge 2022, where the team integrated ServiceNow's renewed brand, we were thrilled to expand our collaboration to the entire events portfolio. We adapted and scaled the design elements, ensuring a consistent identity across the company’s extensive 2022 and 2023 events lineup. This not only enhanced the overall branding for each event but also improved efficiency and created a unified experience for attendees.
