SAS Front Line Experience
Event Design

SAS Front Line Experience (FLX) is the annual kickoff event for SAS’ global sales team, and for the 2020 edition, I led the creative direction for the event. The visual theme was centered around the idea of "forward movement", which inspired graphic elements like arrows, sharp angles, and bright gradients. These elements symbolized progress and growth, reinforcing the event’s overarching message.

The theme of FLX 2020 was “Becoming Product-Led”, focusing on how digital products should be at the center of driving business growth and increasing customer loyalty. To bring this theme to life, I created all the event’s print and digital assets, ensuring they reflected the dynamic and forward-thinking nature of the message.

My work included designing directional signs, banners, badges, presentations, and mobile app/web banners. One of the more unique elements of the event was a custom-designed cape for an 11-foot statue of Sir Walter Raleigh, which was displayed in front of the Raleigh Convention Center—a creative touch that helped tie the event’s theme to the local community.