AMWAY GROWTHCAMP 2024:
Unifying Leaders, Driving Growth
Event branding
GrowthCamp is an internal Amway event I developed from the ground up in 2022. As a new initiative, it started with a modest budget and minimal design requirements. Despite these constraints, the first two years of GrowthCamp made a significant impact, fostering collaboration, teamwork, and connection among a global team of leaders.
For GrowthCamp, I designed a logo that captures the event’s focus on collaboration, strategy, and growth. It’s built around Amway’s “A” mark, combined with a fire to represent energy and connection, and a star as a guiding force. The fire symbolizes the exchange of ideas, while the star reflects a shared vision for global growth. The result is a strong, simple mark that reinforces GrowthCamp’s mission of bringing leaders together to align and move forward.
GrowthCamp 2022 was a fast-paced project with minimal design needs and tight deadlines, requiring a strategic and efficient approach. Held in Napa, the event embraced a vineyard-inspired theme, reflecting growth, refinement, and collaboration. With limited time, I focused on essential branding elements that captured the spirit of the event while ensuring a cohesive and polished experience for attendees. The design balanced simplicity and sophistication, creating a visual identity that aligned with the event’s strategic discussions and leadership focus.
GrowthCamp 2023 embraced the energy of Huntington Beach, using waves as a symbol of momentum and adaptability. With better timing and a larger budget, we refined the visual identity to create a more immersive experience. The design balanced professionalism and energy, ensuring every element, from presentations to signage, enhanced engagement while reinforcing the event’s strategic focus.
In 2024, the stakes were raised. With the event hosted at the company’s 3.5 million-square-foot global headquarters, the design needs grew exponentially. The company aimed for a more impactful experience, solidifying GrowthCamp as a pillar of its internal strategy. At the client’s request, the event’s logo was redesigned to prominently feature the H+W flower, which is a symbol central to the company’s mission of health and wellness.
As the creative lead, I was responsible for every aspect of the event’s branding and design. This included:
Visual Identity Creation:
Developing a cohesive and recognizable brand for GrowthCamp that tied into the company’s mission and values.
Brand Materials:
Designing a wide array of assets such as presentations, attendee materials, and interactive visuals.
Event Experience Design:
Bringing the brand to life through immersive elements like “totems”, large-scale signage, stage design, and directional guides.
The iconography for GrowthCamp embodies the essence of “One Team, One Goal, Let’s Grow” and the six domains of the H+W flower through geometric abstractions. Each icon represents a unique facet of the collective journey towards growth and unity.
GrowthCamp 2024 Style Guide outlining key design elements and standards
Roll-up banners
Name Tag for attendees using Avery templates (Mockup)
Lanyard and Name Tag
Agendas sent to attendess
Table tents created for the event include regional (used for workshops), decorative, and informational
Printed sticker sheet
Unpacking GrowthCamp (Post Event) provides a summary of all sessions held during the event
Notebook provided for attendees
The result was an event that went above and beyond expectations, bringing the company’s culture to life and strengthening its focus on global collaboration and innovation. GrowthCamp 2024 raised the bar for internal events, showing how branding can create truly impactful experiences.
Setting Up the Lobby at Amway's WHQ
Window Cling located at Amway's WHQ Lobby
Empty Stage at Amway's WHQ
CEO Michael Nelson presenting at Amway's WHQ
Close Up to Stage Vinyls and Cube Stacks
Close Up to Cube Stacks created for the Stage
Close Up to Cube Stacks created for the Stage
Freestanding branded totems were placed at entrances to welcome guests and reinforce GrowthCamp’s visual identity.
Close up to branded totems
Close up to branded totems
Animations created for screens located at Amway's Treehouse
Branded window clings were added to the Treehouse, providing privacy for group workshops.
Branded window clings
Welcome vinyl located at Amway's Treehouse
Close up to Welcome vinyl
Weight covers designed to hide the weights securing the Welcome vinyl signs.