01.

The small event Greenhouse had been running for years needed a new identity that connected to where the company was headed now. The idea was that a physical community and connected spaces for recruiters and HR professionals was going to be a growth lever for Greenhouse. The revenue goal was to double the previous year's attendance, on a two-week timeline, with no playbook for a rebrand at that scale.

02.

What do you do when you need a new identity without knowing where to start? OPEN needed a new identity in record speed. We had to lead production in-house for the first time without the vendor who'd run it before, while also trying to double the size of attendance.

03.

I gave the event a new identity and a new name “Greenhouse OPEN,” built for where Greenhouse was headed now instead of what it had been before. For the first time, we ran the creative and experience direction in-house instead of handing it to the vendor who'd always deliver standard and run-of-the-mill execution. This year, we had to do things differently. Creative direction covered the whole thing end to end: event brand identity, website, signage, environmental design, marketing campaigns, venue execution. None of that gets built on time without vendors willing to move fast for a team running production in-house for the first time. We ended up hitting our attendance goal and the event became a content engine for future marketing campaigns. A version of Greenhouse OPEN still runs live today, ten years after it was originally created.