Making the brand tangible

Spark isn’t just a conference.It’s the moment Highspot steps off the screen and into the real world.The challenge was clear: how do you translate an AI-powered revenue platform into an experience people can feel — not just understand? Spark needed to do more than inform. It needed to inspire belief.

Designing around a single idea

We began with narrative. Each year, Spark carries a strategic message — about AI, performance, growth, or transformation. That idea became the spine of the entire experience, shaping everything from keynote storytelling to motion design, spatial graphics, and digital touchpoints.

Instead of treating brand, product, and environment separately, we designed them as one cohesive system.

• Arrival built anticipation.
• Keynote created momentum.
• Breakouts delivered depth.
• Expo spaces enabled discovery.
• Evening moments fostered connection.

Translating digital into physical

The visual language extended beyond screens into space. Layered lighting, dimensional materials, large-scale motion graphics, and immersive LED environments brought the brand to life. Wayfinding became part of the narrative. Demo zones were reimagined as guided product journeys rather than static booths.

Complex AI capabilities were expressed through live scenarios and interactive experiences — making innovation feel intuitive and immediate.

Orchestrating complexity

Spark is a cross-functional lift across marketing, product, engineering, partners, and production teams. I led the brand and experiential vision end-to-end — aligning strategy, creative direction, and execution into a unified system.

From stage design to screen content, from lanyards to launch moments, every element was intentional.

The outcome

Spark evolved from an industry event into a brand-defining moment. Engagement increased. Product launches landed with clarity. Community deepened. The brand shifted from promise to proof. Because when strategy, design, and experience move in sync, an event doesn’t just communicate vision.

It makes people believe in it.