At Google Cloud Next 2023, I led the creative direction for PwC’s 20×30 booth, designed to feature a live Gen AI avatar powered by Google’s Gemini. It was an important moment — the first major in-person version of the conference since the pandemic — and our goal was to show up with clarity, relevance, and intention.
Blending familiar PwC brand elements with emerging tech like mixed reality to create something that felt grounded but forward-looking. The space needed to support live demos, accommodate foot traffic, and spark curiosity — all within a compact footprint on a crowded show floor.
My role went beyond aesthetics. I worked closely with internal stakeholders, technologists, and fabricators to make sure the concept held up in execution. Every element had a purpose, from the way the avatar was presented to how content zones were framed and lit.
The final booth stood out without relying on spectacle. It invited people in, started the right conversations, and helped position PwC as a serious player in the Gen AI space. For me, this project was about using design to make complex ideas approachable — and doing it in a way that was both creative and intentional.
