The Opportunity Following DICK'S Sporting Goods' acquisition of Footlocker, Workday had a massive opportunity to consolidate a complex, dual-brand ecosystem into a unified Workday platform. With a high-stakes C-suite delegation visiting the Pleasanton Customer Experience Center (CXC), the goal was to elevate the conversation. We needed to stop pitching "software" and use high-end experiential design to position Workday as the strategic partner capable of helping them become the "world's best sports company."

The Creative Strategy To capture the attention of a C-suite fatigued by standard software pitches, I led the visual strategy for a white-glove, multi-touchpoint onsite experience. Moving away from standard corporate collateral, I built an environmental and physical design system inspired by a high-end luxury athletics launch (think the premium minimalism of Apple meeting the athletic heritage of Nike). The core narrative—When your people and financial data play on the same team, you don't just react to market shifts, you call the plays—was translated into a highly tactile, visual language.

Executing the Brand Experience

I provided the Account Team with bespoke, beautifully crafted physical tools designed to break the ice and drive executive alignment:

• Immersive Environmental Graphics: I transformed the CXC space with custom digital signage and welcome posters featuring a bespoke turf motif. By meticulously blending DICK'S signature green with Workday's brand architecture, I created a visual environment that felt immediately tailored to their brand from the moment they walked in.

• Executive "Trading Cards": As a premium take-home gift and conversation starter, I designed 11x17 custom "sports stats" mini-posters for each visiting executive. Modeled after professional broadcast graphics and finished with premium holographic foil, these required precise typography and high-end print production.

• Co-Branded Felt Banners: To visually validate the DICK'S and Footlocker integration, I designed custom championship-style felt pennants. This materiality choice reinforced the "team sport" theme while serving as a striking physical backdrop for the meeting.

• Themed Meeting Materials & Gifting: Standard corporate folders were replaced with coaching-style mini clipboards to hold printed agendas. Additionally, I proposed and designed an embossed, co-branded "all-weather" coach's notebook, delivering a tactile, on-theme tool for their broader Silicon Valley strategy tour.

Behind the Scenes: Production & Agility

Enterprise deals are highly fluid, and my production process is built to adapt without sacrificing design quality.

• Scaling Under Pressure: The highly personalized nature of this event meant deliverables were tied to a fluctuating VIP list. When the executive roster expanded less than 72 hours before the final print deadline, I rapidly scaled the production of the bespoke banners (from 4 to 10) and managed specialized color-matching for the new Footlocker executives—ensuring a flawless onsite installation.

• Strategic Empathy: Following the successful onsite, I was producing an additional personalized deliverable for executive follow-up. However, when the prospect experienced sudden external market volatility, I proactively aligned with the AE to pause the creative. Knowing when not to send a polished creative piece is just as important as the design itself, ensuring our outreach always remains tone-appropriate.