scaling celebration through clear systems
PwC promotion day 2025
creative toolkit | environment design | special market requests | production guidance
A firmwide celebration recognizing promotions across PwC, including a large-scale New York event at Central Park’s SummerStage.
my role: Principal Designer and project manager for the firmwide toolkit and New York execution.
challenge: Promotion Day launched during a brand transition, requiring a new visual direction that both local and global leadership could align on. Reaching consensus meant working through multiple concept iterations while balancing brand evolution, timing, and scale.
approach: I led creative direction and design through the transition, guiding concept development until a shared direction was approved. Once aligned, I moved quickly to design and deliver a national toolkit that could be deployed across markets. I also established a streamlined intake process using MS Forms to manage local market special requests, shifting priorities, and staggered deadlines.
outcome: The toolkit enabled consistent execution across markets while allowing flexibility for local needs. The largest activation took place in New York City, where we transformed Central Park’s SummerStage into a fully branded experience. The work required speed, adaptability, and steady leadership to deliver at scale while supporting teams across markets in real time.
