Context
For Block’s 16th anniversary, the company brought together more than 8,000 employees from across the world for a three-day event at the Oakland Arena in California. The event needed a cohesive brand experience that could scale across a wide range of physical and digital touchpoints, from wayfinding and signage to stage design, motion, and environmental graphics.

Solution
We developed a flexible visual system that could adapt seamlessly across formats of vastly different scales, from lanyards to 20-foot LED screens, while maintaining a consistent sense of identity throughout the event experience. Built from a shared visual foundation, the system extended across stage design, environmental fabrication, wayfinding, and motion, creating an experience that felt immersive, connected, and expressive of the Block brand at scale.

My Role
Alongside our small but mighty internal team, I helped shape the strategic direction for the event identity, then designed and applied the visual system across key event touchpoints in collaboration with motion, production, fabrication, and stage partners.

Creative Direction: Garrett Prince
Design: Angie Garland, Anna Caldwell
Motion: Zachary Corzine
Event Production: Lally Events
Fabrication: Whalefilm
Stage: Owl Vision