An annual gathering of the 5000+ members of our global sales organization. The goal for Sales Kickoff is to continually inspire, motivate, and enable the sales team to (over)achieve in the coming year. We also use this event as a test and learn experience for new messaging and branding approaches ahead of our customer-facing Knowledge event the following May.
| Company: | ServiceNow |
| Title: | Creative Director |
| Years: | 2015 - Present |
For 2023, we encouraged and managed the inclusion of sales team members from three global locations and their curated quotes throughout the experience. This next level connection with our attendees was greatly appreciated and reflected in very high marks in followup feedback.
After a 2021 online Sales Kickoff, we were set to go back in person for 2022. The team had fully developed a visual identity for the originally-planned 5000+ experience. This included a new library of photography and color palette. But, Covid realities forced a quick pivot to a small-scale hybrid event of live-streamed Keynotes shared out to the wider audience through an accompanying online platform.
The last live event of 2020 was the perfect opportunity to introduce our new superstar CEO, Bill McDermott and the Dream Big campaign to the sales team. We developed a keynote screen array based around a central, lifting 1.25:1 screen for walk-ons and big moments with flanking 16:9 and iMag screens.
A separate executive-level "Global Leaders Summit" event for ServiceNow leadership was created with it's own distinctive design system, experiential activations, networking opportunities, learning sessions, and highly-curated decor:
2019 brought the new ServiceNow brand to life at Sales Kickoff: A new logo, a new visual language and a new purpose. This year-opening kickoff was used to education the sales staff on the new direction of the company as a whole, and how that directly connects to their sales strategy. We integrated a new image library and pattern system into the creative, as well as adding a robust digital package for venue signage, keynote, and the online experience.
To bring the 2018 "Turbo Charge" theme to life, we commissioned illustrator Tavis Coburn to create several race car-themed illustrations & animations. We wove this theme through the venue digital, static and physical structure branding, keynote experience, and the evening events. For an additional touch we branded custom energy drinks representing each of the four sales pillars for the following year.
As in previous years, our "Global Leaders Summit" came to life in a bespoke experience...