For Trimble’s 2024 Innovate User Conference, I had the opportunity to serve as Creative Director on a project that brought together over 1,500 attendees for a dynamic, customer-focused experience. While the overall design centered around Trimble’s diverse user base, we created a visual system that highlighted the many segments and personas Trimble serves—brought to life through a custom icon set used throughout the event branding. These icons weren’t just decorative; they became functional collectibles in the form of enamel pins that attendees could earn by participating in specific breakout session tracks. The pins sparked excitement and interaction, encouraging attendees to trade and connect with each other, share how they used Trimble solutions, and dive deeper into the sessions that shaped their journey through the conference.