Fostering a Culture of Innovation
CLIENTSpigit (Mindjet)
ROLELead Experience Designer
& Production Manager
TIMELINEOngoing Annual Conference
DELIVERABLESEvent Concept, Environmental Design, Production Oversight
The Challenge
“Excellence with minimal budget—a creative opportunity that requires continuous expectation setting with stakeholders.”
Spigit, an innovation management software company, needed to create an annual corporate conference for government and financial sector partners that would inspire learning, facilitate meaningful networking, and deepen business relationships—all while working with a minimal budget in a historic landmark building with strict preservation rules.
The 1924 Beaux-Art and Moderne fusion building presented unique constraints: no materials could be adhered to any surfaces, requiring all design elements to be freestanding or hung from specialized rigging. The architecture itself didn't immediately communicate "innovation" or "software," creating a disconnect with Spigit's cutting-edge brand.
Three Guiding Principles
I developed three core tenets that would guide every design decision and help navigate the constraints:
Ignite Theme
The conference design supports the goal of igniting learning and connection. Every element should spark curiosity, conversation, and new ideas—from the entrance experience to the breakout spaces.
Learn & Connect
Design spaces and experiences that are conducive for learning and connection. Balance formal presentation spaces with comfortable, inviting areas for organic networking and relationship building.
Minimal Budget
A minimal budget is always a creative opportunity requiring continuous expectation setting. Smart design choices and strategic investments in high-impact moments can create an exceptional experience within constraints.
Navigating Complex Constraints
Ignite Theme
The building's 1924 fusion of Beaux-Art and Moderne architectural styles didn't read as "innovation" or align with software conference expectations.
Strict Building Codes
As an historical landmark, the building had strict rules about not adhering any materials to any surfaces, limiting traditional signage and decoration options.
Rather than fighting against these constraints, I used them as design opportunities. The historic architecture became part of the story—a reminder that innovation builds on solid foundations. The budget limitations forced strategic thinking about where to invest for maximum impact.
Minimal Budget
Budget constraints required creative problem-solving and continuous expectation management with stakeholders while still delivering excellence.
The Solution: Strategic Moments of Impact
The Yellow Carpet
I created an unmistakable arrival moment using Spigit's brand color. A bold yellow carpet cascaded down the building's grand exterior steps, transforming the imposing marble staircase into a welcoming, branded entrance that immediately signaled "something different is happening here."
This single intervention solved multiple problems: it was temporary and removable (meeting building requirements), created an Instagram-worthy moment, reinforced brand identity, and set an energetic, optimistic tone before attendees even entered the building.
Transforming the Spaces
Working within the historic building's constraints, I designed each space to serve a specific purpose in the attendee journey:
01 Entrance
The entrance sets the tone for an event. The site had lots of gray: the sky, the sidewalk, and the building's exterior. The yellow carpet created an undeniable moment of arrival.
02 Main Room & Stage
This is the central room of the conference where Spigit executives and partners make their most important announcements and presentations.
03 Farallon Room
Immediately adjacent to the main stage area, the Farallon Room featured food and libations, creating a natural gathering space during breaks.
04 Breakout Rooms
Mid-size rooms off the main hall where partners, vendors, and experts gave presentations, creating intimate learning environments.
Registration & Networking Hub
I designed the registration area to double as a networking hub featuring an interactive world map where attendees could place pins on their hometowns. This simple touch created natural conversation starters and reinforced Spigit's global reach. The Spigit branded circular registration desks anchored the space while maintaining clean sight lines through the historic lobby.
My Role
End to End Ownership
Concept theme and design: Developed the three tenets and overall event strategy
Manage production and installation: Coordinated vendors, logistics, and on-site execution
Oversee all touchpoints: Stage design, booths, interactive installations, presentations, signage, name tags, and breakout areas
This wasn't just a design project—it was a comprehensive production effort requiring vendor management, stakeholder coordination, budget oversight, and real-time problem-solving during installation and the event itself.
