BRINGING LEADERSHIP IS UPSIDE DOWN TO LIFE IN 2014
The 2014 Leadership Is Upside Down Book Launch was conceived as an immersive exhibition and community activation, bringing together more than 100 corporate clients, industry professionals and university contacts. I led the creative direction and production, shaping the experience from initial concept through to event delivery.
Rather than creating a traditional book launch, we brought the ideas behind the book into the physical environment through art, design, play and participation, creating an experience that encouraged curiosity, conversation and connection.
My role spanned the full event lifecycle:
Creative Direction & Experience Design:
Led the creative vision from concept through to delivery, translating the themes of the book into an immersive exhibition and community experience.
Led the creative vision from concept through to delivery, translating the themes of the book into an immersive exhibition and community experience.
Branding & Communications:
Directed the event identity, visual language and communications across invitations, promotional materials, signage, installations and event touchpoints, creating a cohesive experience around the book and its ideas.
Directed the event identity, visual language and communications across invitations, promotional materials, signage, installations and event touchpoints, creating a cohesive experience around the book and its ideas.
Event Strategy & Production:
Led the planning and end-to-end production of the launch, coordinating the creative, operational and audience experience across the project.
Led the planning and end-to-end production of the launch, coordinating the creative, operational and audience experience across the project.
Team Leadership:
Led a team of 10 across design, creative production, communications, logistics and event delivery, coordinating responsibilities from planning through to event day.
Led a team of 10 across design, creative production, communications, logistics and event delivery, coordinating responsibilities from planning through to event day.
Venue Selection, Partnerships & Sponsorship:
Sourced and secured the venue, sponsors and established a partnership with Billy Blue College of Design at Torrens University, connecting the launch with the wider design, education and creative community.
Sourced and secured the venue, sponsors and established a partnership with Billy Blue College of Design at Torrens University, connecting the launch with the wider design, education and creative community.
Venue & Exhibition Design:
Designed the physical environment and audience journey across the venue, including exhibition spaces, installations, presentation areas, networking spaces and opportunities for interaction.
Designed the physical environment and audience journey across the venue, including exhibition spaces, installations, presentation areas, networking spaces and opportunities for interaction.
Interactive Installations:
Led the development of branded sculptures, interactive art pieces and participatory experiences that transformed concepts from the book into tangible experiences guests could see, touch and explore.
Led the development of branded sculptures, interactive art pieces and participatory experiences that transformed concepts from the book into tangible experiences guests could see, touch and explore.
Logistics & Event Operations:
Managed venue logistics, suppliers, catering, scheduling, setup, guest experience and event-day operations, ensuring the creative concept translated into a seamless live experience.
Managed venue logistics, suppliers, catering, scheduling, setup, guest experience and event-day operations, ensuring the creative concept translated into a seamless live experience.
