The product at the center of this sales meeting for a global pharmaceutical company had a name with rhythm built in, and we couldn't help but hear it as music. That spark became Amplify: an identity about turning up the connection between a sales team and what they sell.

I designed a music-driven system where the "M" becomes a soundwave and the product's teal and pink turn electric. Then I carried the idea into the room itself, from registration and badges to the main stage, with activations like Battle of the Bands, an Open Mic card and a Twist & Shout floor game.

Crank up the connection.