Laserfiche | Empower Conference
Project Overview: Empower is Laserfiche’s largest annual training and networking event. A community of users, experts, partners, and tech enthusiasts attend Empower for educational classes and labs, inspiring Keynotes, and engaging networking/social events. Each year, the creative team collaborates cross-functionally to design event materials, maintain brand consistency across all assets, and elevate the Empower experience.
Goal: Collaborate with the creative, product, marketing, and event teams to translate the creative strategy and theme into brand assets across print and digital touchpoints to support the launch of new software services, features, products, and other big announcements.
Creative Execution: Led the creative vision for multiple Empower conferences, collaborating on strategy and overseeing the design and execution of digital assets, including social graphics, emails, web visuals, and presentations, as well as printed assets such a signage, promotional branded products, and more.
Results: Increased brand awareness, engagement, and inbound leads by 20-30%, while delivering major projects early and under budget, cutting costs by 40%. Achieved a strong annual retention rate of Empower attendees returning each year.
Moment of Impact: Seeing the attendees share their excitement and engage/interact with the signage, presentation, marketing materials, and promotional branded products was a rewarding experience. The feedback we received each year consistently exceeded expectations and motivated our team to keep elevating the Empower Experience.
Resolving Pain Points: To enhance the attendee experience and improve the flexibility of wayfinding, I addressed a recurring challenge with our directional floor-standing signs. The complex layouts of convention centers made fixed printed arrows inefficient when signage required last-minute repositioning. As a solution, I proposed replacing the fixed printed arrows with interchangeable, Velcro-mounted arrows, allowing the team to make on-site adjustments quickly and reduce the need for reprints. This solution has been used for the past nine years, saving both time and productions costs.
Skills: Brand Strategy | Campaign Design | Creative Direction | Digital Marketing | Presentation Design | Print Design | Promotional Design | OOH | Tradeshow & Events Design
