VMworld becomes VMware Explore

In 2022, to help shift VMware’s market perception from being only a virtualization leader to being a multi-cloud powerhouse, the Brand team was tasked with reimainging the company’s flagship event, VMworld. Having created the look and feel and messaging for VMworld for the previous six years, the team now needed to visually and verbally pivot this global, multi-cloud industry event–from re-naming to the event experience itself. A key challenge was ensuring existing and new audiences felt included, excited, and welcomed to what is now the center of the multi-cloud universe, VMware Explore.

Editorial work included: Event naming, Walking Deck: Positioning Statement, Manifesto, Talking Points to Customers. Partners, and Prospects; Editorial Guidelines; Out Of Home [OOH] Advertising; VMware Booth messaging.