Challenge: For West Monroe's 20th anniversary, build an immersive, 5-day experience that celebrates where we've been and where we're going
Every 5 years, West Monroe celebrates their anniversary with an in-person, multi-day event. Historically, these All Company Meetings (ACMs) are known for being the only time the entire company is in one room—and the 20th would be no different. Anticipation was at a peak since the firm had announced the MSD purchase in 2021 and COVID had severed years on in-person interaction.
With the theme of Build What Matters, we were asked to build an experience. Beyond a bespoke brand for this event, we wanted activities, gatherings, content, and each minute to feel like West Monroe. Lead by the West Monroe Corporate Communications Team, I flew to San Antonio for site visits and planning to holistically consider the space as I began developing the creative direction for this event.
Role: Creative Director | Visual Brand Development Lead | Lead Designer
Collaborators: West Monroe Corporate Communications | Ghafana (Environmental and Video Design) | Contract + Internal Designers
Impact: The largest-scale event in West Monroe's history was considered an absolute success—with measurable wins for collaboration, morale, and brand recognition
If volume were value, we'd have been through the roof: 5 days of content, 1,800 participants, 3 major evening socials, 1,200+ pieces of designed collateral, 12 location designs, and the largest corporate event space in the United States. But the impact is measured more by what happened during and after West Monroe's ACM. Participants voiced the impact of in-person connection, collaboration, and fostering friendships—some with people they had spent years seeing only through a computer. Leaders connected with their teams to innovate and ideate, tangibly. The content shared shaped the direction of the firm for the following 6 months. For how we work, morale leaving this event was at an all-time high—with our people ready to take on challenges together.
The branding felt like West Monroe, but with an eye on the future. My hope was to make our people feel like they were getting a glimpse into where we were headed, not just celebrating where we have been. We chose colors that nodded to San Antonio's bright, rich riverfront but complimented our palette. We used the theme of Build What Matters to illustrate the importance of coming together—for our employees and our clients. Leaning on our logo's unique compass design, we integrated three dimensional diamonds and cubes into the animation.
Wrap-Up Video by Ghafana and Associates
Define the Visual Identity
Collab with Corporate Comms to bring our people along
Email Design by Audrey Piehl
Create compelling content and an immersive conference space
Presentations formatted by Ghafana and Associates
Bring San Antonio to life for Build What Matters
Honor San Antonio culture with bespoke social event designs
