HME Sales Kick-Off 2026
The Elevate Show — Event Branding & Creative Direction
Project overview
To align HME’s sales team for 2026, leadership envisioned The Elevate Show—a high-energy, late-night talk show concept. With a vacancy in the event specialist role, I spearheaded the project’s end-to-end delivery, bridging the gap between creative concept and production logistics. Working within a 4-week window, I conceptualized the event identity and managed the output of seven asset categories, from large-format stage graphics to environmental wayfinding and branded apparel.
Tools
Role
Lead Graphic Designer & Acting Events Specialist
Duration
2–4 weeks
Team
Senior marketing manager
Kaitlin Miller
Marketing coordinator
Paige Hammerschmidt
Testimonials
"Jordan — thank you for all your hard work, commitment, and creativity… you were invaluable to bringing the sales meeting vision to life. Without you, our work would be lifeless and lack inspiration. Thank you for everything you do.”
Jason Bertellotti, President
"Jordan — you are pretty amazing. I am impressed by your ability to pull together so much in such a quality and calm manner. You do sweet work. Love your creativity. We could not have done this without you."
Gaby Borrego, VP of Sales
"Jordan — I really appreciate how you have jumped in and helped out on all fronts. This SKO will have your mark on it and will be the best ever. Thank you, you are appreciated.
DJ Jackson, Senior Director of Corporate Accounts
The problem
Rather than let the gap affect the event, I stepped in and took full ownership of the creative and production responsibilities alongside my existing design workload.
Creative direction
Developed a comprehensive identity for The Elevate Show by merging the energy of live broadcast with a premium corporate aesthetic.
When HME’s events specialist departed just weeks before the annual Sales Kickoff (SKO), I stepped in to lead the visual execution of "The Elevate Show." Tasked with a late-night talk show concept but no existing playbook, I translated the high-energy theme into a premium brand identity. The project required rapid end-to-end delivery of assets across seven categories—including environmental graphics and vendor coordination—all within a non-negotiable deadline.
To move beyond traditional event branding, I treated every touchpoint as a narrative artifact—from "script book" agendas to marquee signage. By managing the creative direction across seven asset categories, I ensured the late-night concept remained a sophisticated, cohesive experience from the stage backdrops down to the attendee swag.
My role
Served as both lead graphic designer and acting events specialist for the project — owning the creative direction, asset production, and vendor coordination from start to finish.
Developed The Elevate Show's complete visual identity: theme name, color palette, typography system, and visual language distinct from the main HME brand, built specifically to give the event its own energy and character. From there I designed and executed every asset making sure it connected back to the theme. Signature pieces like the premiere welcome sign, host cue cards, script book agenda, and personalized name badges were designed to make The Elevate Show feel like a real, fully realized world rather than a branded meeting. I managed print vendor relationships directly, overseeing specifications, proofing, and delivery timelines to ensure everything arrived on time and at quality.
Process
With a condensed 2–4 week production window, I utilized a "top-down" design strategy.
With a condensed 2–4 week production window, I utilized a "top-down" design strategy. I established the core identity first to serve as a creative filter for all subsequent decisions, enabling rapid execution without sacrificing coherence. To meet non-negotiable vendor deadlines, I transitioned to a parallel workflow—simultaneously developing environmental graphics, digital assets, and physical touchpoints. By reverse-engineering the schedule from production lead times, I maintained a rigorous pace that allowed for necessary revisions while ensuring 100% on-time delivery.
The solution
The event's visual environment was fully realized and distinctly its own, separate from but complementary to the HME brand.
The result was a seamless transformation of the SKO into an immersive broadcast experience. By building a unified visual system rather than disparate assets, I ensured a cohesive brand narrative at every scale—from the premiere entrance singage to the script-book agendas and host cue cards. The project was delivered 100% on time and to spec, receiving direct commendation from HME’s President and VP of Sales for both the creative vision and the high-fidelity execution that elevated the company’s internal brand.
What I learned
This project taught me what it means to operate beyond the boundaries of a job description when the situation calls for it.
Stepping into the vacant event specialist role wasn't about expanding a checklist; it was about recognizing a critical gap and choosing to lead the solution. I learned that taking initiative on unassigned problems is one of the most impactful ways a designer can add value to an organization. Additionally, the tight timeline reinforced the power of a "creative anchor"—having a clear, rigorous theme served as a decision-making filter that allowed for rapid, confident execution without sacrificing brand coherence.