Cornerstone customer conference brand experience refresh.

Convergence is our once-yearly customer conference. I led the reimagining of our branded conference experience. For years we had been reusing the same decor, food vendors, branding, lanyards, you name it! We had a steady decline in conference registrants–it was time for a change. I focused on spotlighting customer stories of success and on giving them an immersive experience that was memorable and meaningful.

We had a several-year contract for the event to be held at the San Diego Marriot hotel, so we had to figure out how to create the multi-sensory brand experience we wanted that would reflect the personality and aesthetic and downplay the stale hotel chain's ugly carpet vibe.

We introduced intimate and informal spaces where customers could connect and also watch the various keynotes from. We created music playlists to be played in the hotel. We went to the local garden store and brought in fiddle leaf fig plants. We changed up the entire food service from one sitdown lunch to self-serve buffets, appetizers, coffee and lattes, and drinks available all day. We worked with vendors to pick out new decor made of raw materials like wood, brick, and moss instead of our old, cold laminates. We added interactivities like painting, virtual reality games, and massage booths. We even brought in different types of seating, from bean bags to hammocks.