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.
Exploring Ideas: Initial logo sketches for GrowthCamp
Final logo chosen by the client for the 2022 event in Napa Valley.
The 2022 stage design was kept minimal due to limited time and budget
Evolution of the GrowthCamp logo for 2023—refreshing the brand to reflect its new location in Huntington Beach, incorporating elements inspired by the coastal setting while maintaining its core identity
With a new venue and clearer objectives, the 2023 GrowthCamp visuals were tailored to meet the event’s evolving needs, ensuring a cohesive and impactful brand experience
Unpacking GrowthCamp 2023 – A curated selection of materials and takeaways, given to attendees at the end of the event to reinforce key insights and next steps
For the 2023 stage, with clearer needs and better timing, a more structured and intentional design was implemented.
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.
GrowthCamp 2024 Style Guide outlining key design elements and standards
Roll-up banners
Name Tag for attendees using Avery templates (Mockup)
Lanyard and Name Tag
Agendas sent to attendess
Table tents created for the event include regional (used for workshops), decorative, and informational
Printed sticker sheet
Sticker sheet placed inside the notebook provided for the event
Unpacking GrowthCamp (Post Event) provides a summary of all sessions held during the event
Notebook provided for attendees
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.
Setting Up the Lobby at Amway's WHQ
Window Cling located at Amway's WHQ Lobby
Empty Stage at Amway's WHQ
CEO Michael Nelson presenting at Amway's WHQ
Close Up to Stage Vinyls and Cube Stacks
Close Up to Cube Stacks created for the Stage
Close Up to Cube Stacks created for the Stage
Freestanding branded totems were placed at entrances to welcome guests and reinforce GrowthCamp’s visual identity.
Close up to branded totems
Close up to branded totems
Animations created for screens located at Amway's Treehouse
Branded window clings were added to the Treehouse, providing privacy for group workshops.
Branded window clings
Welcome vinyl located at Amway's Treehouse
Close up to Welcome vinyl
Weight covers designed to hide the weights securing the Welcome vinyl signs.