Moments that Move
Raise IQs
& expand
expectations
CTA19 was more than an event identity.
It marked a turning point for how Unbounce approached the creative process.
CTA19 was more than an event identity.
It marked a turning point for how Unbounce approached the creative process.
CTA Conference is Unbounce’s flagship marketing event, a two-day gathering of marketers, founders, and creatives from around the world.
CTA19 required a reset after a year of creative turbulence. Siloed decision-making had eroded confidence in the creative process, and trust across the organization was thin.
The challenge was to restore faith in the design team, rebuild a unified creative process, and express a brand in transition while meeting high audience expectations and driving registrations under tight timelines.
The first step was momentum. We launched a simple, neutrally branded one-page site to collect registrations and signal the conference was moving forward.
I led discovery with leadership and key stakeholders to define a theme true to the brand and the moment. Three creative concepts were developed for input, followed by a company-wide survey that shaped the final direction.
With alignment secured, I set clear milestones, and partnered with a lead designer, copywriter and 3D motion artist to bring the brand to life.
We built the conference around a single, unifying idea: Raise Your Marketing IQ. A theme celebrating curiosity over ego, encouraging marketers to keep learning, testing, and evolving in an industry that never stands still.
Each session explored a facet of marketing intelligence, from emotional insight and design thinking to analytics, copy, and strategy. It reflected Unbounce’s belief that smarter marketing is both human and data-driven.
Once the theme was set, it was time to make it real. The concept came to life across every surface, from banners on Granville Street Bridge to the stage screens inside the Queen Elizabeth Theatre.
The visual language moved fruidly between animated openers, printed programs, staff apparel, and signage, all speaking the same visual vocabulary.
The result was a cohesive, high-impact journey through marketing intelligence.
The success of the event re-energized Unbounce’s brand from the inside out, restoring confidence in the creative team and setting a higher standard for how the company showed up in market.
It became the foundation for how the brand would evolve, shaping a more cohesive, confident system moving forward.
