My team at Siegel+Gale was asked by German software maker SAP to brand the 2019 edition of its annual Sapphire technology conference. The event took place at the Orlando Convention Center—a venue of over 7 million square feet—and welcomed more than 30,000 in-person attendees.
SAP wanted to showcase the combined power of it’s ‘Intelligent Enterprise’ suite of products, including new offerings in customer experience. The resulting campaign activates the SAP brand in fresh ways throughout the enormous convention space in the form of supergraphics, animations, a climactic central show signage.
The event campaign flexes the company’s corporate identity system in exciting new ways, dialing up the excitement to convey the idea that SAP powers the ‘experience economy.’
The campaign transforms everyday objects by integrating photography with SAP’s iconic graphic elements. This vibrant visual language conveys the idea that SAP’s suite of products can help companies deliver innovative, inspiring experiences for their customers.
The visual and verbal aspects of the identity together bring the brand messaging to life across promotional materials, signage, branded supergraphics and live keynote speaker presentations.
