For the firm-wide rollout of Tax Start and Assurance Start; PwC’s foundational learning programs for new hires in Tax and Assurance — I designed a large-scale immersive environment that brought the theme “Journey in Motion” to life. It transformed the abstract concept of unique, non-linear career paths into a tangible, inspiring experience that thousands of new associates could step into from day one, making PwC’s values of growth, individuality, and collective momentum feel immediate and personal.
The challenge
New hires needed an onboarding experience that instantly conveyed PwC’s belief in diverse, non-linear career journeys—where every path is unique yet all contribute to forward momentum—while setting an engaging, memorable tone for Tax Start and Assurance Start programs. The space had to accommodate thousands across multiple four-day sessions, remain highly functional for learning activities, and align perfectly with PwC’s brand in a large-scale venue.
Creative leadership & direction
As the Lead Experiential Designer, I owned end-to-end vision and execution: translating the strategic theme into a cohesive spatial narrative, designing architectural moments, scenic elements, interactive zones, stage systems, and intuitive wayfinding. I led cross-functional collaboration with PwC L&D teams, event producers, fabricators, lighting designers, and venue partners to ensure seamless delivery.
At the heart of the design is a quilt-like metaphor — a vibrant, contemporary patchwork of diverse pathways that weave together. Each “patch” represents a unique career trajectory: non-linear routes, varied backgrounds, personal pivots, and individual stories of growth. These pathways are rendered in PwC’s confident color palette with bold typography, fluid motion graphics, pictograms, and interactive elements that pulse and evolve, symbolizing constant forward movement and momentum.
New hires described the space as making PwC’s culture feel real and personal right away– “like the firm’s values came alive.” The design became a benchmark for internal learning events, serving as a reference for future onboarding across 8 programs and welcoming over 5,000 new learners with inspiration and clarity from day one.
