Business Challenge
Ignite is a three-day user conference that brings together professionals from the lawn and landscape, pest control, and commercial cleaning industries. The event combines education, networking, and product innovation, giving customers a place to learn from one another while exploring the latest technology and software solutions.

This was the first Ignite conference to feature both Aspire and FieldRoutes. The challenge was creating a cohesive event experience that gave each brand equal visibility while still feeling like a single conference. At the same time, we needed a creative theme that captured the energy of Las Vegas without relying on the typical casino and neon clichés.

Creative Strategy
I developed a direction that blended both brand identities into one cohesive event experience. By building on the brands' shared color palette and leaf iconography, we created a visual system that felt familiar to existing customers while introducing a fresh look.

Rather than leaning into stereotypical Las Vegas imagery, I took a more refined and elevated approach that captured the city's energy through bold color, lighting, and subtle glamour. The result felt unmistakably Vegas without overshadowing either brand.

Impact
The event delivered a cohesive brand experience that successfully brought two product brands together under one creative vision. The visual system carried consistently across hundreds of physical and digital assets, helping attendees navigate the conference while reinforcing both brands throughout the event. The content captured during the conference also became a valuable marketing resource for post-event campaigns and future planning.

My Role
As the creative lead for both brands, I oversaw the event's creative direction from concept through execution. My team was responsible for developing the event theme and producing every major visual touchpoint, including videos, more than 100 event banners, digital assets, print materials, maps, signage, and branded merchandise.

Before the conference, I led creative planning, managed design and video production, and partnered with breakout speakers to refine presentation decks and visual storytelling. Drawing on my theater and improv background, I also coached speakers to help them feel more confident on stage and deliver stronger presentations.

During the event, I directed the video crew, coordinated production with speakers and celebrity guests, captured customer and partner testimonials, and worked alongside the social media team to create content that could be shared in real time throughout the conference.

After the conference, I led post-production efforts, overseeing testimonial videos, event recap content, photography selection, and creative assets that supported future marketing campaigns and planning for the following year's event.