Company: Dentons
Title: Global Senior Creative Manager
Project: Dentons Partner Meeting 2019
Project scope: Event branding

Dentons Partners Meeting (DPM) is a biennial global event with main focus on 4-5 plenary presentations delivered by the Global Chairman and Global CEO to 1200+ Dentons partners from different offices. 

The purpose of the meeting is to enlighten and to provide partners with information and tools needed to boost their performance and Dentons presence in the marketplace.

In the plenary presentations, partners learn about: the firm’s growth, revenue and positioning in the marketplace; the firm’s story - vision, goal, strategy and purpose; thought leadership, team building and client collaboration; pro bono, diversity and inclusion, and women in business; innovation and technology; legal trends in the marketplace; and, the firm’s recognitions and awards.

In addition to the plenary presentations, partners also participate in: practice and sector meetings; marketing and business development meetings; cross-region networking sessions; and, digital tools and product demonstrations.

On global events, the Brand Team’s involvement begins few months prior to the event’s start date. 

Based on the event’s main discussion points and location, our team is responsible to provide creative solutions applied across all event collateral materials such as invitation, handouts, giveaways, environmental signage, plenary presentations, motion graphics, videos and digital platforms.

In order to meet the deadline and to ensure high quality results on such a large scale project, the team collaborates continuously with both internal teams such as the global leadership, communications, events and digital teams and external contractors such as video agencies, animators, fabricators and stage production agencies. 

The core design team assigned to the plenary presentations accompanies the global leadership team to the event location and provides continuous creative support until the final day of the event. 

In comparison to past events, DPM2019 increased its footprint spanning across two locations within the Moon Palace Resort: The Grand and Sunrise Expo Center.

The Grand hosted the main Plenary presentations and the Purple Lounge with Habeas Cuppas (coffee bar) and IT support center. 

The custom built plenary stage setup allowed for multi-surface projections not only on the screen but also on the stage floor and scrim positioned between the stage and audience. The outcome was a highly stimulating show with large scale graphics, videos, animations and sound effects which enhanced the presentation experience and energized the audience.

The Sunrise Expo Center hosted smaller scale sessions, and in addition to Habeas Cuppas, the Purple Lounge also included activation centers such as The Museum of Law Firm History, Innovation XChange, Headshots, Juice Bar and Sunglasses station.

While most of the environmental graphics focused on generic corporate and directional messages, we decided to brighten some of the activation centers by embracing and allowing for the colorful Cancun resort atmosphere become part of the experience which helped attendees feel more relaxed and focused.

We also introduced the playful and interactive idea to use interlocked cards/panels as sculptural structures, stage props and table centerpieces. 

The expandable and unconventional physical structures of the interlocked cards/panels are a visual interpretation of the firm’s strategy. It invites attendees to interact and to imagine alternative possibilities to reinvent and to build the law firm of the future while integrating its key strategy concepts.  

And, on an interactive level, the interlocked cards reinforce the significance of collaboration, engagement and interconnectedness of its people within the organization.

The event outcome was a unified brand experience for attendees creating a greater sense of purpose and trust in the firm’s leadership and vision. It provided a boost of confidence and engagement of the partners to support the firm’s growth and to increase revenue.