Each year, Scotts MiracleGro hosts their North American Sales Conference to celebrate the end of their year. With the theme Push the Limits, I was tasked with creating the event identity, and applying it to printed and digital signage, photo opportunities, product interactions, speaker support, and the general session set. The first iteration of the event logo was also provided to me, and from there I created an additional horizontal and vertical version. The distressed diagonal arrows and background seen in the branding pull from this typography. Imagery of people who have pushed the limits were also incorporated into the branding to further exemplify how the Scotts team is always surpassing their goals.
Throughout the four-day event, attendees participated in multiple general sessions, breakouts, an awards ceremony, and a tailgate dinner. Because the event took place between two adjacent hotels, we utilized both spaces as well as the outdoor court area to create a seamless experience for event-goers. Between scheduled sessions, product interactions such as a Post-It interaction and lenticular wall allowed for maximum engagement.
Taylor Petersen | 2024