Salesforce world tour

Location

ExCeL London

Type

Events identity

Launched

May 2022

Client

Salesforce

Creative lead

Kelvin Dews

Design leads

Fudzhay Saidov

Overview

SFWT 22' was one of the biggest post-pandemic events that PwC UK has taken part in. The event took place in Excel and Aloft London where PwC hosted a series of presentations, demonstrations, and market insight throughout the day on how to transform customer connections with a human-led, tech-powered approach. SFWT 22' was a great success, and we had an incredibly large turnout of attendees.

Unexpected challenges

The main challenge arose from the print supplier's underperformance, causing delays and quality issues. Despite initial difficulties like poor communication and design errors, I took proactive measures. On-site from 4 am, I managed delivery activities, addressing issues swiftly.Despite several designs being incorrect or undelivered, I provided rapid solutions, saving the day. I communicated updates to stakeholders, ensuring confidence in the outcome. Adapting designs seamlessly, I effectively resolved the situation, highlighting my strong communication, stress management, and adaptability skills.

Design Challenge

The design process kicked off with a client meeting to understand their needs. I created design concepts based on their brief and sought feedback throughout the project. In this multifaceted role:

Lead Designer:
- Directed the creative aspects of the project.
Project Manager (in the absence of a designated PM):
- Managed various project elements.
Key Stakeholder Liaison:
- Facilitated communication between event organizers, brand leads, and the design team.
Asset Delivery:
- Produced a diverse range of print and digital assets.

In summary, I led the design direction, managed the project, served as a key liaison, and delivered a comprehensive set of assets.

Design Challenge

The design process kicked off with a client meeting to understand their needs. I created design concepts based on their brief and sought feedback throughout the project. In this multifaceted role:

Lead Designer:
- Directed the creative aspects of the project.
Project Manager (in the absence of a designated PM):
- Managed various project elements.
Key Stakeholder Liaison:
- Facilitated communication between event organizers, brand leads, and the design team.
Asset Delivery:
- Produced a diverse range of print and digital assets.

In summary, I led the design direction, managed the project, served as a key liaison, and delivered a comprehensive set of assets.

Results

Over 100 digital and print assets produced for event
Held at two venues: Excel Centre and Aloft London
Attendance of 200+ participants
PwC UK's inaugural participation in Salesforce World Tour
High engagement from attendees
Successful collaboration with three different agencies
Seamless coordination ensured project success
Demonstrated PwC UK's commitment to innovation and engagement
Established PwC UK as a leader in leveraging digital and print media for events

SHORTLISTED

Marketing Week Awards 23’

Categories:
Brand building excellence in B2B

The Marketing Week Awards are an annual document of highly effective marketing. Have your work showcased to the global marketing community as an example of best practice marketing within your channel and sector. It's more than marketing excellence. It goes beyond best practice. Marketing Week award the work that combines creativity and innovation with effectiveness – setting new standards for the industry.

2022 - 2023

Campaign branding

The Salesforce World Tour is underpinned by the same structure as PwC’s brand level campaign (The New Equation), using a strict grid and the use of squares (pixels). The creative utilises the pixel placement to frame, support or highlight, while PwC’s recognisable colours enhance the imagery.

Hero colours

Identifier device

Framing the beneficiaries of change / transformation.

Messaging approach

Primary campaign messaging

Transforming human connections

Secondary campaign messaging:

Human-led, tech-powered

Photography

Salesforce World Tour uses a series of images that showcases how the community of solvers brings the best of people and tech to help clients deliver sustained outcomes and earn trust, build trust and, ultimately, share trust. The photography is highly stylised to create a ‘renaissance’ tone to our creative.

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Main Stage

Our brand strategy (The New Equation) centres on being human-led and tech-powered, to highlight our innovative thinking and technology capabilities, in which partnerships play a significant role. PwC's Salesforce World Tour event environment was purposefully designed to heighten awareness. Crafted to showcase Salesforce capabilities and communicate PwC's expertise, the immersive space aimed to leave a lasting impression. The layout encouraged engagement, integrating visual elements and technology to convey key messages. In essence, it was more than an event; it was a strategic investment in creating an impactful space that resonated with attendees and highlighted the collaborative strengths of PwC and Salesforce.