Ciena

Sales Marketing Kick-Off

As the Creative Director for the Ciena account, my responsibilities encompassed conceptualizing a theme based on the client’s event theme “TOGETHER”. With a predominant male and IT-oriented target audience, Ciena’s vibrant and trendy color palette posed a challenge. It also required the creation of a cohesive graphic language that resonated with both Ciena’s brand and the hotel’s architecture and colors.

I was tasked with designing the overall look and feel, which included developing the visual language, style guide, and all design components that adorned the JW Marriott & Ritz-Carlton Orlando venues. Furthermore, I handled concept development for various events throughout the 4-day conference, designed photo opportunities, and recommended event activations. I took responsibility for creating production files, ensuring color quality, overseeing press proofs, and supervising the installation of all branded elements in the event space.

The approval phase proceeded without a hitch. The client’s choice of the initial concept remained consistent, and they were open to engaging and unconventional activations. The impact of my work was both colorful and cheerful, earning the admiration of the Ciena team who declared it as their best event to date.

In my role as Creative Director, I contributed to concept development, ideation for experiential activations, branding, signage, wayfinding solutions, selection of furniture, assistance with floorplan planning, and the creation and oversight of print production files.

Concept: Boundless Together

Implies connections, demonstrates motion and represents connectivity mapping

Ciena is not just a networking systems, services and software company; Ciena is a boundless bridge built by hardworking humans that connects people across the globe. For more than 25 years, Ciena employees have combined their reach with that of their colleagues to exceed their individual grasp. This innovative attitude has produced limitless networking opportunities and productive and meaningful moments for customers worldwide. Ciena employees collaborate closely to weave not only an adaptable and secure online network, but also a strong support network where together their success is boundless.

Moodboard – connectivity mapping represented with string art

Logo
Styleguide
Activations

Supporting connectivity mapping (strings) concept

  • Teamwork through gamification
  • Unconventional team meetings on bikes
  • Group activities that connect and support team building
  • String art instances representing connectivity mapping
  • Lasers, lasers and more lasers
The Event

4-player ping pong table

Goat yoga

Oversized human foosball game

Design Process

Ciena’s brand colors

Logo options presented

  • LOGO

    Option A

    The simplest and cleanest option to represent together was to kern each letter, making them bleed into each other, creating a sense of togetherness.

    • LOGO

      Option B

      Inspired by the many regions where Ciena’s offices are located, I established icons representing each of the regions that together formed a pattern.

      • LOGO

        Option C

        Using the same inspiration of the many regions where Ciena’s offices are, I divided each letter into pieces, that together formed one.

        Signage exploration