Context:
Refresh is Freshworks’ flagship global event series for CX and IT leaders, focused on reimagining service experiences through AI-powered solutions.
The Amsterdam edition brought together 400+ attendees, including executives, customers, and partners from across Europe for product demos, roadmap sessions, and thought leadership discussions.
Role:
I led the end-to-end visual branding for the Amsterdam event, developing and executing the design system across all touchpoints — including banners, flags, registration areas, demo stations, ID cards, signage, and print collateral.
Outcome:
The final system strengthened the event’s brand presence and elevated the attendee experience through consistent and detail-oriented execution across every touchpoint. The work was highly appreciated internally and became a strong creative benchmark for future Refresh events globally.
The Challenge:
The challenge was to create a consistent and scalable brand experience across a wide range of formats — from large outdoor signage to handheld materials — while maintaining clarity, visual balance, and brand consistency throughout the venue.
My Solution:
I developed a flexible visual system rooted in the Refresh brand language, using bold colors, modern typography, and fluid geometric elements that reflected growth and innovation.
A scalable layout framework and clear visual hierarchy ensured the identity adapted seamlessly across every format. Large-format assets prioritized bold, high-contrast compositions, while close-range materials incorporated richer visual details to create a cohesive and immersive event experience.