UKG Aspire 2025
New Brand. Global Stage. Real Impact.
Creative & Brand Direction
Global Event Experiential 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 keynote stage to the expo floor, I aligned internal teams and external agencies around a single creative vision — spanning digital marketing, on-site experiences, stage graphics, and 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:
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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