Client: FedEx / FedEx Ground
Role: Creative Director
Involvement: Creative direction, design direction, strategy, copywriting

FedEx came to us to launch a new conference for their service provider network. I named the event, built the brand from the ground up, and creative directed every part of the experience.

FedEx Forward was designed to bring service providers together and let them step inside the FedEx brand, learn what’s next for the company, and build connections across the network. The summit combined keynotes, networking, and hands-on demos, including test drives of next-gen delivery vehicles.

We transformed the convention center into a fully immersive FedEx world, complete with an expo, a keynote stage, animated digital screens, and playful activations that made the experience engaging and memorable.

The branding for FedEx Forward pulled directly from the core FedEx identity—grounding the event in familiar elements like the iconic “X.”

We introduced new visual elements the event could own and evolve each year, including forward arrows, slash patterns, and dropped-out photography. The system was designed to feel fresh in any environment while remaining simple, bold, and unmistakably FedEx.

We brought the brand to life throughout the convention center with bold signage, animated digital screens, and vibrant wayfinding that made the space feel fully owned by FedEx.

We wanted the keynote stage to feel as dynamic and inspiring as the brand itself. So we took elements from the design system and brought them into the physical world, building massive sculptural arrows that gave the stage depth, energy, and a bold backdrop for FedEx leadership to tell their story.

On the expo floor, we extended that same thinking—laying down a custom printed roadway carpet that ran through the center of the room, connecting key experiences and anchoring the space in motion.

To keep the experience fun and memorable, we designed a series of activations that brought energy to the event floor.

We brought in the FedEx NASCAR for a photo op moment, built a VR racing station, and even created an original game where attendees could test their skills by navigating an RC FedEx truck through a custom-built obstacle course. Each activation added a layer of play while reinforcing the world of FedEx in unexpected ways.