Overview

Design of the SKO (CSG Sales Kickoff) annual event identity system, including logo creation and year-over-year visual evolution aligned with evolving event themes and CSG brand guidelines.

Objective

To establish a scalable and flexible visual identity for SKO that reinforces CSG’s brand while allowing each year to express a distinct theme without losing continuity.

Key Message

To connect strategy to day-to-day selling and build momentum that drives customer value, stronger relationships, and sustained revenue growth throughout the year.

My Role

Design of the original SKO logo in 2023 based on CSG branding guidelines

Campaign design and creative direction

Art direction and visual system development

Digital design execution across key touchpoints

Marketing asset production across all channels

Key Deliverables

Scalable identity system evolving annually while maintaining brand continuity

Modular logo variations and usage guidelines supporting multi-channel application across event environments

Integrated campaign system spanning email, internal communications, and digital activation

Speaker presentation systems designed for consistency across event programming and executive storytelling

Tradeshow environmental design system, including booth experience, spatial graphics, and supporting visual architecture

Full suite of event marketing assets, including signage, banners, and branded collateral

Branded merchandise and swag system aligned to each year’s thematic direction

Cross-platform asset production across digital and physical touchpoints to ensure cohesive event rollout

Process

Initial conceptualization and kickoff alignment

The project began with a kickoff and conceptual alignment session to define scope, objectives, and success criteria. Early discussions focused on translating high-level leadership direction into a clear creative opportunity space. Once key messaging was validated and approved by leadership, the campaign theme was developed from this foundation.

Interpreting event goals

Deconstructed the SKO brief into three core priorities: creating a unified and recognizable event identity, ensuring consistency across all touchpoints, and developing a scalable system that could evolve annually while maintaining strong brand continuity. These priorities informed both the conceptual direction and structural design of the identity system.

Establishing visual direction

Defined a modular visual language centered on connection, clarity, and adaptability. The system was designed to express the idea of convergence across teams and business units within CSG Systems International, using structured forms to communicate integration, alignment, and shared momentum across the event experience.

Event system and identity framework

Developed the SKO identity system as a scalable design framework rather than a fixed campaign asset. This included the foundational 2023 logo system and its evolution into yearly adaptations for SKO 2024, SKO 2025, and SKO 2026, each responding to specific event themes while preserving core structural consistency.