Client
VMware is a global leader in cloud computing and virtualization technology. Their executive leadership team regularly shares high-level strategy and vision across internal events, partner summits, and flagship conferences like VMware Explore.

The Ask
What started as support for executive presentations evolved into a full creative refresh for one of their biggest leadership campaigns. The team needed a cohesive system that worked across keynotes, the website, social media, email, internal comms, and print. The creative had to feel elevated and distinct, but still clearly belong under the larger VMware brand umbrella.

The Approach
I led creative direction across the entire campaign, partnering with executive comms, internal brand teams, and external collaborators. We built a bold, modern visual system that gave the initiative its own identity without breaking from the core brand. For keynotes, I worked closely with each speaker to shape visuals that matched their message and tone. From there, I translated the look and feel into web, social, email, and print pieces, making sure everything felt consistent but purpose-built for its channel.

The Outcome
The campaign gave VMware leadership a strong, cohesive presence across every touchpoint. It struck the right balance between brand alignment and fresh creative energy. The work was well received by both internal and external audiences and became a go-to reference for future executive campaigns. I continued to support the team on high-priority creative as new needs came up.