Experiential
/
Environmental
/
Brand Identity
(
7
)
/ Credits
Intuit Mailchimp
Role:
Global Creative Director
/ Market
EMEA, APAC
/ Year
2024
/ About the work
From: Here, To: There was Mailchimp’s annual flagship conference, evolving year over year before becoming FWD: in its third iteration.
Building on the inaugural year, the second iteration expanded the concept of The In Between, shifting from reflection to momentum. The experience emphasized movement, transition, and possibility, reinforcing the idea that growth happens through action as much as intention.
This year deepened the narrative and elevated the scale, bringing greater cohesion across programming, spatial design, and content.
In 2024, the conference returned to London and expanded into Sydney, extending the platform across two cities and into APAC.
/ Engagement
As Creative Director, I led the creative direction for the second year of the conference, refining the system while pushing it forward. The focus was on evolving the experience without losing its core idea, ensuring continuity while introducing new energy and perspective.
The result was a more confident, immersive expression that strengthened audience engagement and set the stage for the conference’s next evolution.
