AMWAY GROWTHCAMP 2024: Unifying Leaders, Driving Growth

Event branding

GrowthCamp is an internal Amway event I developed from the ground up in 2022. As a new initiative, it started with a modest budget and minimal design requirements. Despite these constraints, the first two years of GrowthCamp made a significant impact, fostering collaboration, teamwork, and connection among a global team of leaders.

In 2024, the stakes were raised. With the event hosted at the company’s 3.5 million-square-foot global headquarters, the design needs grew exponentially. The company aimed for a more impactful experience, solidifying GrowthCamp as a pillar of its internal strategy. At the client’s request, the event’s logo was redesigned to prominently feature the H+W flower, which is a symbol central to the company’s mission of health and wellness. 

As the creative lead, I was responsible for every aspect of the event’s branding and design. This included:

Visual Identity Creation:

Developing a cohesive and recognizable brand for GrowthCamp that tied into the company’s mission and values.

Brand Materials:

Designing a wide array of assets such as presentations, attendee materials, and interactive visuals. 

Event Experience Design:

Bringing the brand to life through immersive elements like “totems”, large-scale signage, stage design, and directional guides.

The iconography for GrowthCamp embodies the essence of “One Team, One Goal, Let’s Grow” and the six domains of the H+W flower through geometric abstractions. Each icon represents a unique facet of the collective journey towards growth and unity.

The result was an event that went above and beyond expectations, bringing the company’s culture to life and strengthening its focus on global collaboration and innovation. GrowthCamp 2024 raised the bar for internal events, showing how branding can create truly impactful experiences.

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