Look and Feel

The theme of SKO 2023 was “It’s Our Day.” We wanted to celebrate our largest customer base, our growing global footprint, and our best team to date. At SKO 2022, we featured photos of our own “Workmates.” Attendees were so excited to see themselves and their coworkers throughout signage. This is something we knew we wanted to leverage again.

I wanted to extend the personability of this look and feel beyond the photography. Whether it’s customer journeys or sales journeys, sales is all about how you get from A to B. I conducted research, and reached out to various sales people about what those processes look like. From the classic “infinity loop” to the Workday-specific sales steps, I was able to implement those shapes and lines into the branding of the event.

This look and feel, full of movement, lent itself to storytelling. Our presentation and motion graphics teams were able to implement it naturally into their medium.

The identity worked with photography, illustrations, and icons, but could also stand on its own. While still staying true to the Workday brand, this concept brought something new and exciting to our event branding. It made attendees feel like we were designing for them; Like we were entering their world; Like we were speaking their language. We took them on a journey: their journey.