Case overview
The SHRM Annual Conference & Expo is the world’s largest event for HR professionals, offering four days of expert-led sessions, hands-on learning, and networking opportunities. Held in New Orleans in 2022, it featurec over 375 sessions covering topics like AI in HR, talent strategy, compliance, and workplace culture. The event empowers attendees with the tools and insights needed to lead effectively and shape the future of work.
The Brief
The SHRM Annual Conference & Expo is a premier event designed to equip HR professionals with cutting-edge knowledge, practical skills, and strategic insights. With hundreds of sessions led by industry leaders, the conference offers a comprehensive experience focused on the evolving challenges and innovations shaping the world of work. The brief centers on promoting engagement, thought leadership, and meaningful connections within the global HR community.
My Approach
Guided by the year-long campaign message Cause the Effect, the creative design channels the transformative power of HR through a bold explosion of color—symbolizing the ripple effect that people leaders create in their organizations and beyond. This vibrant visual language captures the momentum, energy, and influence of HR as a force for positive change. From signage to digital media, every touchpoint will immerse attendees in the idea that empowered HR professionals don’t just react—they spark impact.
The Results
The 2022 SHRM Annual Conference & Expo, themed “Cause the Effect,” attracted over 15,000 HR professionals both in-person and virtually, offering more than 200 educational sessions and featuring over 500 exhibitors. The campaign achieved significant reach, with SHRM’s content views increasing by 70% from pre-pandemic levels and social media impressions totaling 157 million, underscoring the event’s impact in empowering HR leaders to drive meaningful change in the workplace.
