When a conference has more than 27,000 people spread throughout three buildings of San Francisco’s Moscone Center, creating a consistent, unifying experience for the attendees can be a challenge. To address that goal, organizers of this year’s Cisco Live conference created a new, informal position of “director of vibe” and tapped Zak Brazen, creative director of the company’s experience marketing agency, George P. Johnson, to fill the role.
“[In previous years], each of the members of my team handled different elements, and they were doing a great job of being consistent with the brand but not necessarily being consistent with each other,” said Heather Henderson Thomas, Cisco Live’s global operations manager. “Our job this year was to look holistically at the whole event top to bottom and give it a hip, sophisticated vibe. We are demonstrating the energy and excitement of Cisco as a company through the event.”
Brazen attended creative meetings with all of the event’s supplier-partners and also hosted biweekly virtual meetings that included about 20 vendors and stakeholders. He then focused on the details that would bring the hip vibe and unified experience to life, which included everything from the uniforms worn by the event ambassadors and the style of furniture to the music played by DJs located in each of the buildings.
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