Concept/Art Direction/Design
Worldwide Partner Conference is held every year, it is one of the largest Microsoft events. The tradeshow is the centerpiece, a place where ideas are shared and created.
Generally this space has no direct theming. That all changed as Freeman re-invisioned the tradeshow as a full blown themed environment, the Solution Innovation Center. I was brought onboard to craft a thematic framework around the concept of Communicate,
Educate and Connect. All visuals and the logo had to tie with pre-existing WPC branding, but be distinctive enough to stand their own. Color coding and large evocative text broke up the environment and made it easy to pinpoint locations. The scale was huge, but airy colors, curves and white space created an approachable and creative atmosphere.