Brief Overview

At HiBob, a rapidly growing SaaS company, I led the creation of a modular, scalable event design system used across global offices. Our goal was to streamline event branding while empowering local teams to produce high-impact, on-brand booths quickly and efficiently. This initiative reduced design delivery time, improved brand consistency, and enabled better collaboration between marketing, design, and regional teams.

The Challenge

HiBob's global events calendar required frequent booth designs across multiple markets. However, each region operated independently, leading to inconsistent visuals, long approval cycles, and repeated design work. With over 8 stakeholders across different geographies, there was no shared system, just lengthy briefs, unclear expectations, and a lack of brand cohesion.

This was a pivotal moment: as HiBob scaled, we needed to professionalize how we showed up at events clearly, consistently, and with a people-first design approach — without slowing down or reinventing the wheel each time.

The Challenge

To solve this, I developed a clear framework for what makes an effective event booth. This guided every design decision going forward:

  • Clear Messaging: Prioritize key content and ensure immediate brand recognition.

  • Consistent Visuals: Establish standard colors, materials, and layouts.

  • 3D Design Elements: Introduce engaging spatial components that scale.

  • Booth Activation: Include experiences that attract and engage attendees.

  • Swag Strategy: Align giveaways with our tone and purpose.

With these pillars, I led a cross-functional effort to build a modular event design system. It offered flexibility to adapt for different markets and event types while maintaining a strong visual core. I also collaborated closely with regional teams to ensure vendor compatibility and cultural relevance.

My Process

Before:

  • Each event required starting from scratch.

  • Briefs were long and often included off-brand requests.

  • Regional teams worked in silos, leading to inconsistent designs and duplicated efforts.

After:

  • We launched the HiBob Events Kit — a central hub with design guidelines, messaging templates, mockups, and swag files.

  • The kit enforced a clear visual hierarchy and prioritized key messaging.

  • It included examples of past booths while encouraging innovation within established boundaries.

  • Regional colleagues could now brief local vendors using pre-approved, aligned materials — cutting confusion and design churn.