designing structure for immersive leadership experiences
PwC advisory leadership experience | passport to tomorrow
creative concept | visual system | experiential storytelling
A multi-day internal leadership conference for PwC Advisory professionals, focused on developing leaders across Deals and Consulting through experiential learning, innovation, and collaboration.
my role: Principal Designer leading creative direction and experiential design across the conference.
challenge: This leadership event marked the firm’s return to the Advisory name, bringing leaders together under a unified identity for the first time. The team wanted to make a bold statement, using the budget and scale to create an immersive experience, while still being thoughtful about how and where the brand showed up. The goal was to make strategic design decisions that amplified impact, rather than covering every surface without purpose.
approach: I led the creative direction and environmental design, developing a cityscape concept that could scale across the venue while remaining intentional. I partnered closely with vendors to integrate architectural elements, including building cutouts, column wraps, and window clings, using the space itself as part of the storytelling. The event took place just as broader uncertainty was beginning to surface, which reinforced the importance of decisiveness, alignment, and steady leadership throughout the process.
outcome: The result was a fully branded, immersive environment that felt expansive without feeling overwhelming. Design was applied where it mattered most, guiding movement, reinforcing messaging, and creating a cohesive experience for leadership teams across US offices. It became a defining in-person gathering before events were paused, making the experience both impactful and memorable.
