Igniting Momentum: Wiley’s FY25 Global Sales Kickoff

Client
Wiley

Year
2024

Role
Creative Director

As Creative Director, I led the full brand experience for Wiley’s 2025 global Sales Kickoff (SKO)—a high-energy internal event uniting hundreds of employees around the theme of momentum.

I concepted and directed the full campaign identity—crafting the narrative, visual system, and cross-platform creative. From staging to motion assets, every touchpoint channeled energy, clarity, and forward motion.

My role spanned strategy to execution:

  • Developed the theme and story arc for the event narrative

  • Designed a bold, modern visual identity system to reflect clarity and speed

  • Directed all creative assets—print, digital, motion, stage design, and swag

  • Collaborated across departments and vendor teams to deliver a seamless experience

  • Built a full brand playbook to guide consistent execution across regions

This wasn’t just an internal event—it was a full-scale rallying cry for a global sales force. The brand system I created now serves as a template for future company-wide campaigns.

Collage of four images showcasing colorful, glowing light trails and abstract neon lines against a dark background.

Concept

I developed the creative concept around digital neon—a modern take on the scientific phenomenon of electrified gas. Neon is discovered in nature but only becomes vibrant through intentional energy. That transformation mirrored Wiley’s own momentum: raw potential accelerated by clarity, strategy, and speed.

Bright, high-contrast colors signaled optimism and urgency. Fluid motion graphics embodied progress and kinetic energy. Sleek, modern layouts gave the entire system a forward-looking edge—clean, bold, and unmissable. Everything was designed to move—visually and emotionally—igniting confidence in the sales team and reflecting Wiley’s role at the forefront of innovation.

Logo development

I created a new logo system for the event that could be reused annually, with tweaks to the color as needed. I based it off the modular system that already existed in the brand’s pixel logomark. The arrow shows forward momentum and progress: an evergreen brand value for Wiley.

Three pixel art images showing green, black, and black arrow shapes, followed by a graphic with the text 'WILEY Sales Kickoff' and an arrow icon, with additional text 'FY25' in purple.
Design board and four smartphone screens showing a mobile app interface for the Wiley SKO FY25 Momentum event. The design includes a circular logo with purple and pink gradient, the event details, and app screens with purple, white, pink, and gradient color themes, displaying schedule, FAQ, attendees, engagement features, maps, and event information.

APP GRAPHICS

SIGNAge

VIDEO and ANIMATION

Working with a production company, I directed the design and motion of all video and animation reels and slides. Then, working with the event team on site, I tested and fine‑tuned each piece in real time—adjusting timing, lighting, and transitions to ensure the final experience landed with the right energy and precision, all centered around the theme of neon and forward motion.

afterParty COncept and design

I had a ton of fun concepting an afterparty for the event, again based off the main theme of neon and motion. The event took place in Scottsdale, Arizona, I came up with “Disco in the Desert.” I supplied the events team with the theme, color palette, and decor ideas and they brought it to life. The participants loved the theme and many dressed up in 70s costumes!

A collection of images showcasing a desert-themed party with neon cactus decorations, colorful table setting, and desert plants, including cacti and succulents, with neon lighting and vibrant colors.
Decorative display with neon cactus and disco ball, promoting Wiley sales kickoff event.
A neon green cactus and a disco ball-shaped container on a table in the foreground, with a colorful dance floor and purple lighting in the background at a party or dance event.

fun run COncept and design

Participants crossing the finish line at a desert dash 5K and fun run event, wearing matching event shirts, with a large inflatable arch, digital timer, and trees in the background.
Several purple event medals with a desert cacti graphic, held by a person wearing a gray watch, pink ribbon, and a pink drawstring bag at an outdoor event.