UKG Aspire 2025
New Brand. Global Stage. Real Impact.
Creative & Brand Direction
Global Event Creative Direction
Aspire brings together 5,000+ global workplace leaders every year. And in 2025, UKG landed on that stage with a whole new brand.
From the expo floor to the keynote stage, I aligned internal teams and external agencies around a single creative vision — spanning digital assets, stage graphics, and keynote presentations for the CEO, GTM President, and CTO.
The crown jewel? The Workforce Intelligence Hub — the world's largest collection of real-time workforce data, and UKG's first-ever interactive data product experience of its kind.
I directed the full brand and creative architecture of the Hub, leading the Code + Theory team to ensure UKG's new brand wasn't just present in the product — it was the product. All of it unveiled live during CEO Jen Morgan's opening keynote.
The creative framework was straightforward and uncompromising: Lead with the mission. Make work better for the world.
More than 5,000 UKG customers, prospects, and global workforce leaders showed up to Las Vegas. They left with something bigger than a product update — a reminder of why the work matters.
When you take care of your people, everything else follows.
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