Lucid Software 〰️ Annual company & sales kickoff
Objective:
To lead the Brand Art Direction for Lucid Software’s annual 3-day Company Kickoff and Sales RevX events, spanning the Salt Palace in Salt Lake City and the Olympic Circle in Kearns, Utah. The goal was to create a cohesive theme and brand that reflected Lucid’s mission, vision, and goals while resonating with a global audience.
Problem:
The event needed to deliver a unified visual identity that worked across multiple venues and digitally, as Lucid employees from APAC, EMEA, and US regions attended both in person and virtually. Additionally, it was important to celebrate the diversity of Lucid’s global teams in a meaningful way, while also managing large-scale production and asset coordination.
Solution:
As Art Director, I collaborated with the CEO and leadership team to align on the FY24 CKO theme and partnered with a content writer to create five pitches that were refined into moodboards. I directed a team of four in-house brand designers, collaborated with video directors to build storyboards for kickoff hype videos, and worked with an external freelance team to handle keynote presentations.
To honor our global teams, we used office location signage at the Olympic Circle in Kearns to create special food moments, featuring favorite foods from our Salt Lake City, Raleigh, Amsterdam, and Melbourne offices. We also paid close attention to ensuring the event identity worked seamlessly in both in-person and virtual formats, as some employees couldn’t attend in person and needed to participate digitally.
Design Steps
Discovery & Ideation: Met with the CEO and leadership team to gather insights on the FY24 CKO theme.
Pitches & Moodboards: Collaborated with a content writer to create five pitches, which were refined into visual moodboards and presented to leadership.
Creative Refinement: Worked with the creative director to align on the final creative strategy.
Storyboarding Hype Videos: Collaborated with video directors to build storyboards for kickoff hype videos that captured the energy and theme of the event.
Global Representation through Food: At the Olympic Circle venue, used office location signage to create special food moments, highlighting favorites from Salt Lake City, Raleigh, Amsterdam, and Melbourne.
Collaboration with Video & Freelancers: Worked with the video team and external freelancers to procure keynote presentations and integrate visual elements.
Virtual & In-Person Experience: Ensured that the event identity translated well both in person and virtually for employees who couldn’t attend in Salt Lake City.
Team Leadership: Directed a team of four in-house brand designers and oversaw the execution of major creative assets.
Asset Management & Task Delegation: Partnered with the project manager to scope, plan, and delegate design tickets for multiple venues, ensuring all assets were delivered on time.
Impact
This 3-day event successfully connected Lucid’s global audience, with employees attending from APAC, EMEA, and US regions. The event identity was cohesive both in-person and virtually, ensuring inclusivity for those who couldn’t attend in Salt Lake City. The special food moments at the Olympic Circle celebrated the unique cultures of our global offices, adding a personal touch. The collaboration with various teams and the attention to detail resulted in a highly engaging and well-received event.
COLLABORATORS
Art Director: Jane Enser
Project Manager: Jonda McCutchan
BRand Design Production: Ryker Marble & Marie Provence
Video & Motion: Weston Bennett & Caleb Blackhurst
Event MARKETING: Tracey Major, Rachel Schmidt, Gabby Green, & rachael moore
Creative Direction: Chance Higgins & Caleb Helper
