HR Tech is an annual conference showcasing how organizations can transform HR practices by putting people first and leveraging cutting-edge technology in a fast-changing digital world.
It’s one of the largest campaigns I work on each year, where we develop booth experiences and extend the messaging across additional channels throughout the year. For this project, I led the creative direction, translating leadership’s vision into a refreshed campaign brand look, in collaboration with my art director.
2025
THEME: Adventure/Journey
To represent "Skill-a-man-jarro," I developed a journey-inspired concept that’s mapped from a bird’s-eye view, forming a topographic pattern.
This visual symbolizes the climb of skill-building and personal growth. The map can chart individual journeys and opens up playful possibilities for marketing extensions—like scavenger hunts, badge-earning, and other interactive experiences.
It’s also a subtle nod to our "Navigation" campaign from 5–6 years ago, connecting the dots between where we’ve been (Then) and where we are now.
EXPERIENCE
Our goal was to encourage booth visitors to explore two key areas: the main booth and the AI Playground. To drive engagement, we designed a custom passport with collectible stamps. Attendees could earn stamps by completing different activities—such as attending sessions, visiting demo stations, or exploring the AI Playground—and redeem them for prizes based on their achievements.
Three concepts I developed for the campaign
