SNOWFLAKE DATA CLOUD SUMMIT 2024
For Snowflake’s flagship Data Cloud Summit 2024, GPJ partnered closely with Snowflake’s internal brand and events team to drive an ambitious creative vision—transforming a four-day enterprise tech conference into a highly immersive, emotionally charged brand experience that welcomed 20,000+ attendees to San Francisco’s Moscone Center.
This large-scale event featured Keynotes, 600+ breakout sessions, 250 partner activations, and a dynamic exhibit floor.
At the core of our creative strategy was a thematic journey: “Paint the Town Blue,” positioning attendees as explorers and achievers in a data-powered landscape. From the moment attendees arrived, they stepped into a branded narrative — with touchpoints ranging from interactive installations, personalized games and exclusive gatherings.
Key contributions included:
Brought to life a creative concept rooted in a snow-capped, mountain-inspired metaphor that became the guiding force for the entire experience. It served as both a spatial and narrative framework, aligning product messaging with emotional resonance and a sense of progression throughout the event.
Ensuring every touchpoint, from partner activations to branded lounges, reinforced flow, clarity, and immersive storytelling.
Designed and activated tech-forward, personalized moments—from gamified touch-points and AI-driven recommendations to socially shareable installations—that extended engagement across every channel.
Lead a cross-functional team of designers, producers, fabricators and technologists to bring the vision to life at scale, ensuring cohesion across physical and digital platforms.
This project stands as a testament to the power of strategic creativity in B2B experiences — where business objectives meet emotional resonance, and where data professionals became brand believers atop the summit of innovation.
ROLE
Creative Director
SERVICES
Experiential Marketing | Signage & Wayfinding | Fabrication | Environmental Graphic Design | Furniture Selection & Prop Styling | Spacial Design
TEAM
Creative Direction: Deanna Arriaga, Brandon Davis, Angela Strahan
Art Direction: Rhodelia Azcueta
Design: Daniella Casallas, Ana-Paola Laveaga, Sofia Casabianca, Jessica Lauer
AWARDS
Experience Design Awards 2024: Best Use of Technology
Marcom Awards: Strategic Communications
Completed while at GPJ: Snowflake