KNOWLEDGE VIRTUAL EXPERIENCE
Branding, Events
When the lockdown began in March 2020, Knowledge was scheduled to start in less than two months. The team had to quickly pivot from a live event in Orlando, Florida to a virtual broadcast experience.
ROLE
Art Direction, Design, Animation
PROJECT SCOPE
Visual Identity, Webpages, Broadcast Toolkit,
Social and Paid Media Assets
RESULTS
100,000 attendees worldwide
1 million minutes viewed
145 hours of customer-led content by PepsiCo, Under Armour, Subway, the State of Kansas, Levi Strauss, and hundreds of other companies
The initial disappointment of cancelling the live event in 2020 was palpable. Months of careful planning and preparation had gone into creating an immersive and engaging experience for attendees. However, the team knew they had to adapt and find a way to bring Knowledge to the masses, even if it meant doing it in an entirely different format.
Technology became our greatest ally in this endeavor. 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. By imbuing the brand with personality, dynamism, and a bit of fun, these animations helped elevate the content, making it more memorable, relatable, and enjoyable.
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 exceptional 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 that sets ServiceNow apart from the competition.
DESIGN PROCESS SNAPSHOTS
With the first virtual Knowledge successfully behind us, we scaled the events platform and broadcast solution 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 rapid training, the toolkit enabled global agencies and internal partners to develop consistent localized keynote and session experiences.
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