Ticketmaster Global Sales Conference
As part of my role at Ticketmaster, I was responsible for leading the comprehensive event branding for Ticketmaster’s annual Global Sales Conference. This high-profile, internal event brought together senior sales leaders and stakeholders from across the globe, making it a key moment for aligning teams around strategic goals and reinforcing Ticketmaster’s brand values.
My objective was to develop a cohesive and impactful visual identity for the event that would resonate with attendees and create a memorable experience. This involved crafting a flexible design system that could be applied consistently across a wide range of print and digital assets — from stage graphics and signage to presentations, delegate materials, and internal communications. By establishing a unified and polished brand presence for the conference, the project helped elevate the overall event experience and reinforce Ticketmaster’s commitment to excellence, innovation, and collaboration.
Research and Inspiration
To root the conference branding in the cultural identity of Madrid, I drew inspiration from the city’s iconic Las Meninas statues, reimagined each year through the Meninas Madrid Gallery. These contemporary interpretations of Velázquez’s classic painting offered a rich visual language that felt both local and timeless. I abstracted the distinctive silhouette of the statues — particularly the semicircle and square forms representing the hair and face — into a bold, modern motif. This shape became a central element of the visual identity, echoed across digital and print materials. Referencing a symbol so embedded in Madrid’s cultural landscape helped create a sense of place, while also aligning with Ticketmaster’s values of creativity and innovation.
Design Execution
Once the design direction was approved, I proceeded to create all necessary assets, ensuring a consistent and polished look across all materials. The assets included:
Presentation Templates: Designed over 50 customised PowerPoint templates for speakers, ensuring a cohesive visual theme throughout the conference.
Signage: Developed various signage elements including banners, directional signs, and informational posters, providing clear and aesthetically pleasing guidance for attendees.
Worksheets: Created branded worksheets for interactive sessions, workshops, and note-taking, enhancing the attendee experience and engagement.
App Screens: Designed user-friendly screens for the event app, including the home screen, schedule, speaker bios, and maps, ensuring a seamless digital experience.
Website: Developed a branded event website with essential information, registration details, schedules, and speaker profiles, providing a comprehensive digital hub for attendees.
Welcome Packs: Developed comprehensive welcome packs for attendees, including branded folders, itineraries, name badges, and promotional materials.
Motion Graphics and Animation
I leveraged my motion design expertise to breathe life into the event's visual identity, creating dynamic holding screens and animated content that kept attendees engaged between sessions. These motion elements transformed static branding into kinetic experiences, utilising the event's visual language to craft compelling transitions, ambient backgrounds, and interactive moments. By extending the design system into the realm of movement, I ensured every digital touchpoint—from massive projection displays to social media assets—maintained visual cohesion while adding an essential layer of energy and sophistication to the overall experience.
Impact
The comprehensive event branding received enthusiastic acclaim from both leadership and attendees, with several senior executives specifically highlighting how the design elevated the entire conference experience. Beyond aesthetics, the visual system successfully communicated Ticketmaster's market leadership while creating memorable moments throughout the multi-day gathering. The cohesive design language across physical and digital environments fostered a sense of unity that aligned perfectly with the conference's collaborative objectives. This strategic visual approach directly supported key business goals by enhancing engagement, reinforcing core messaging, and creating a premium experience befitting Ticketmaster's industry position.