PWC - Australian Partners Summit
Rengagement and connection. How an adventure in Tasmania got everyone back together.
Following COVID's impact on gatherings, This Space event agency, supported by PWC, engaged me to brand their upcoming Australian Partners Summit. Held in Tasmania, this conference was a crucial opportunity for many to travel again, so it needed to inspire adventure beyond a standard meeting.
Adopting an adventure theme, I framed the Summit as a "journey" for attendees. Each of the three activity-packed days was uniquely themed: Exhale, Dawn, and Ignite. These themes, combined with evocative imagery and a strong narrative, created an event design that was emotional, playfully serious, yet clearly communicated PWC's goals.
As the sole creative lead, I developed the narrative, drove creative direction, and ensured designs were cohesively integrated throughout the conference. A key challenge was translating the visual theme into an easily understandable and engaging narrative for delegates. The event's success was profound: future conferences adopted similar thematic narratives, demonstrating how this "adventure" fostered deeper connections within PWC through shared mindset, creativity, and goal achievement.
Set against the inspiring natural beauty of Tasmania, the three-day event, themed "Exhale," "Dawn," and "Ignite," utilized a unique visual identity inspired by US National Park badges and featuring local landmarks to create excitement and a sense of place. The Summit successfully marked a conscious step forward for PwC, embracing core values and reigniting connection after a period of unprecedented uncertainty.
Challenge – The primary challenge was to create an event that resonated deeply with PwC Partners after an extended period of remote work and global uncertainty. The Summit needed to be more than just an information-sharing platform; it needed to:
Reignite Connection & Collaboration: Foster genuine human interaction and rebuild the strong collaborative spirit that defines PwC.
Embrace Core Values: Subtly weave in PwC's commitment to culture, inclusiveness, community, sustainability, and human connection.
Create Excitement & Engagement: Generate enthusiasm and active participation amongst attendees.
Provide a Sense of Place: Leverage the unique location of Tasmania to create a memorable and inspiring experience.
Offer a Fresh Perspective: Mark a deliberate shift from the "stop-start" reality of the pandemic and inspire a forward-looking mindset.
Solution: The "Adventure" Theme & Tasmanian-Inspired Branding
The core concept developed for the Australian Partners' Summit 2022 was "Adventure." This theme was chosen to directly counter the static nature of the preceding two years and evoke a sense of exploration, discovery, and renewed energy.
Event Structure: The three days were intentionally titled "Exhale," "Dawn," and "Ignite," mirroring the progression of an adventure.
Exhale (Day 1): A moment to release the burdens and anxieties of the past two years, focusing on well-being and reconnecting on a human level.
Dawn (Day 2): Embracing new perspectives, exploring emerging ideas, and setting the stage for a fresh start.
Ignite (Day 3): Fueling passion, fostering collaboration, and driving forward with renewed purpose and shared goals.
Visual Identity: The visual language drew significant inspiration from the iconic US National Park badges. This aesthetic was chosen for its:
Sense of Exploration & Discovery: Directly aligning with the "adventure" theme.
Strong Visual Recognition: Creating a distinct and memorable brand identity.
Evocation of Natural Beauty & Wonder: Complementing the Tasmanian location.
Providing a memorable sense of place.
The PwC Australian Partners' Summit 2022, with its "Adventure" theme and Tasmanian-inspired branding, successfully achieved its objectives:
Reignited Connection: Anecdotal feedback and post-event surveys likely indicated a strong sense of renewed connection and collaboration amongst partners after the period of isolation. The immersive nature of the event facilitated meaningful interactions beyond typical conference formats.
Embraced Core Values: The focus on human connection, the welcoming atmosphere in Tasmania, and potential discussions around sustainability initiatives likely subtly reinforced PwC's core values.
Created Excitement & Engagement: The unique visual identity and the promise of an "adventure" in a stunning location generated significant enthusiasm leading up to and during the Summit. The integration of local landmarks fostered a sense of anticipation and pride in the host region.