Google // Elevate Conference
GOOGLE PUBLIC SECTOR // ELEVATE CONFERENCE
MULTI-DAY SALES KICK-OFF SUMMIT
-Google-
For Google's 2025 SKO Elevate conference, we transformed a multi-day experience into an immersive, strategy-driven event that energized and united 500 Google Cloud sales professionals. Held in San Diego, the event was designed to inspire attendees, drive engagement, and reinforce Google's commitment to the Public Sector.
Role: Creative Director @ MAS. Creative direction, concept ideation and strategic approach, guest experience and flow, design direction (visual, spatial), creative team management.
OBJECTIVE + APPROACH
Our creative approach was built around the theme, "The Future is Now," an evolution of the previous year's "Art of Possible." This concept was brought to life through a modular, structured yet flexible design system, representing the adaptability and innovation of the Public Sector. The environment blended core Google brand elements with a SoCal-inspired aesthetic, featuring tactile materials like fluted wood, canvas, and light industrial concrete.
The guest journey was carefully crafted to create seamless transitions between key moments, from registration and breakout sessions to mainstage keynotes and networking experiences.
Final Execution + Outcome
The event successfully cultivated a sense of community and momentum, with attendees leaving inspired and equipped to take action. Key results included:
Multiple days of exciting content and programming on main keynote stage.
High engagement in breakout sessions, with record participation in hands-on workshops.
Over 500 personalized jackets created on-site at the Swag Station.
Hundreds of care packages assembled for military personnel through the Give Back initiative.
Positive feedback from Google leadership and attendees, solidifying Elevate as a premier SKO experience.
Keynote Stage: A visually striking platform with layered modular elements and dynamic lighting.
Registration Area: A welcoming space featuring a San Diego park-inspired backdrop for photo moments and a refreshing agua fresca station.
Talent & Entertainment: From the 524 Brass Band’s high-energy set to SungBeats’ live beatboxing performance, each touchpoint was curated for impact.
Google Pin Installation: A large-scale photo moment welcomed our guests to San Diego via branded buses.
Interactive Swag Studio: Attendees personalized premium Google jackets through embroidery and woven transfers. Starting with inspiration from jackets around the studio, our Googlers used a custom UI to place their flair and names to their jackets. Each jacket was unique!
Give Back Zone: Partnering with Operation Gratitude to assemble care packages for service members.
Photography: Andrew Federman
