I led the purpose-driven concept and design direction for Edelman’s interactive room exhibit at SXSW, where Edelman was the marquee sponsor for the Sustainability Track. Amidst heightened scrutiny of the company’s sustainability practices, I designed an impactful experience that successfully integrated the launch of Edelman Impact (the company’s sustainability-in-business strategy), Edelman’s core values, and sustainability panel topics (which our CEO would be presenting), all while building trust and fostering understanding with SXSW attendees.
Another goal was to differentiate Edelman Impact from other professional service firms by elevating Edelman’s expertise in sustainability and reinforcing its commitment to helping clients take meaningful steps toward net zero. The exhibit demonstrated that when businesses act on issues, it drives trust and impact, one action at a time.
I presented design thinking and direction directly to Lisa Ross, U.S. CEO, with the success of my presentation resulting in a significant increase in the project’s budget. As the project progressed, I became the key liaison and primary contact between production, the vendor (Pink Sparrow), creative, design, and account teams. I oversaw the design and production for all aspects of the experience, ensuring seamless execution.
Because of my availability, interest, and support throughout the project, I was given the opportunity to attend SXSW and market the experience in-person to prospective investors, clients, and employees. After the event, I cataloged the leads I received and compiled a wrap report detailing the positive feedback, which I distributed to the team for broader release as the official report.
The success of the project inspired a new billable client workshop that brings a fresh approach to impact-driven working sessions by using the building blocks of impact. Additionally, the installation was sent to Edelman’s New York office to serve as a tool for engaging prospective clients and key stakeholders, simplifying Edelman’s sustainability approach in business. The work and design thinking were even compared to the world-renowned architect Frank Gehry, which served as the perfect finishing touch to the project’s success.
I developed an organizational system to represent business actions that drive impact and contribute to a more equitable and sustainable future. I categorized these actions into People, Planet, and Process, which were then inscribed onto “building blocks.” Attendees were invited to interact with the blocks to create their own business strategies, fostering hands-on engagement and deeper understanding.
To ensure functionality and impact, I worked directly with Pink Sparrow (production vendor) to design the blocks to be weight-bearing, handleable, and stackable. I incorporated an angular element on one side of each block, so when stacked in a specific arrangement, they formed the Edelman diamond logo. The blocks were constructed from uncoated plywood, chosen for its sustainability and minimal environmental impact.
The activation space involved a giant grid across floors and walls which invited guests to physically interact with the blocks by stacking, rearranging, and reconfiguring in different patterns, thus building their own examples of impact. Guests received a seed packet as a parting gift to inspire the first steps of impact and change. I worked closely with Production to ensure the materials used to build the space were as environmentally-conscious as possible.
I went beyond the brief to collaborate with the Vice President and Executive Producer to conceptualize and execute a wrap video. Taking an active role, I directed, interviewed, and captured footage during the event in Austin, engaging with founders and CEOs from renowned global agencies and industries. Subsequently, I meticulously reviewed the footage, creating a precise time-coded script for the editor to execute. The final product, highlighting Edelman's presence and offerings, was shared both internally and externally to showcase Edelman's capabilities.
Our Production team designed and animated looping video that played in the experience, serving as an educational tool.
Findings
Business owners/leaders acknowledged the importance of the block ‘actions’ because they previously “didn’t know where to start.”
Many visitors asked how the block actions could be brought to fruition and realistically implemented in the context of their business.
Multiple attendees used the blocks to construct their own business model towers and photographed their builds for strategic reference.
One business leader saw the activation as a ‘reflection of the priorities and expectations’ people have of business.
An undisclosed German car manufacturer expressed interest in implementing the block actions as part of a strategy for their electric car initiative.
Employees—as opposed to business leaders and owners in attendance—remarked they would like for ‘their company to implement the block actions.’
Edelman also used the space for hosting informal receptions which provided the opportunity for more intimate networking with guests. Additionally, the space was used to do a live podcast taping with PepsiCo Foundation’s President, C.D. Glin.
The simplicity of the message and positive tone resonated strongly with visitors who left with a clearer understanding of how Edelman can help their business drive impact.
“Emma’s creativity and smarts shone through during our SXSW project. She confidently drove a process to create something exciting and valuable from a vague and challenging brief. Emma and her team not only created an experience that people could engage with, they built something that represented the best of what Edelman can do. I know Lisa Ross, for one, was tremendously impressed with the project... Her feedback: “it is fucking fabulous!” She said it exactly embodies how she sees Edelman and how we need to show up. She hasn’t seen work that does this. She wants to present this concept to the board at the end of Jan, to show them our ideal direction as Edelman U.S.. On top of all that, Emma joined us in Austin and worked in the suite, welcoming our guests, explaining the project, and adding to the experience of all who stopped by the Edelman Impact Block Party. Emma’s work was excellent. The ideas, the design, the process, the collaboration, the presentation, and ultimately the build and the engagement were all world-class.”
“I’m not saying it was a contest but I think [Block Party] won. Everyone else just has a lounge – you all actually have a concept. People are going to talk about this.”
“This project wouldn’t have come to life without Emma’s endless contributions.
1. Emma is the first to get the ball rolling, you can count on Emma to put her best foot forward and put pen to paper. She leans on smart strategic thinking and always plans ahead. The development phase for this project was a blast because of the thoughtfulness Emma brought, she set the project up for success from the start.
2. Emma had a clear vision for what this project could become, she lead the design efforts in the right direction and also showcased her creative writing ability. While other design leads might lose track to the purpose behind the work, Emma keeps that in the forefront.
3. Emma continues to shine in internal / external reviews, she articulates her thoughts clearly and always has her train of thought locked in. This sets a great tone for the rest of the creatives to contribute and build off of her. You can also count on Emma to track feedback and reference them after reviews.
4. Emma puts her heart in her work and the Edelman Impact Block Party is a perfect example. It is rare to have someone care as much as Emma does.”
“From conception to production, Emma’s contributions to the SXSW x Edelman Impact Activation Lounge, “The Block Party,” were extremely apparent and impactful. She has a keen eye for detail in design and connecting even the smallest elements to a greater creative concept. Emma worked tirelessly to develop the lounge concept and design materials and responded to feedback positively, consistently offering additional builds and solutions that were critical to the decision making process. Her efficiency was met with high quality work, as she always presented deliverables that helped the team further envision and reach the end goal. She also did a fantastic job at crafting and relaying the overall project narrative to Edelman stakeholders, industry professionals, and SXSW attendees in the physical lounge held in Austin, TX in March... The Block Party lounge was critical for Edelman to share its Trust-centric platform with stakeholders and to raise business-level awareness of our world’s climate change crisis. Emma’s contributions to this project has not only made an impact on her teammates but also on the future of Edelman and its stakeholders’ climate change efforts… Emma is an exceptional collaborator and has great leadership skills. I’m excited to see how she evolves her creative leadership style and positively impacts creative work streams across Edelman.”