Dare to Be: Reimagining the Sales Kick-off as a High-Stakes Expedition

The Challenge
Following the Cognizant acquisition, the 2023 Sales Kick-off needed to re-energize a global team transitioning back to face-to-face client engagement. The goal was to move away from "Zoom-fatigue" and toward a high-octane, adventurous spirit.

The Creative Strategy
I developed the "Dare To Be All That You Can Be" identity, inspired by technical outdoor retail brands. The visual anchor was a series of custom-illustrated "Achievement Badges." Each badge paired a personal growth concept with a rugged outdoor landscape (like "The Summit"). This created a tangible reward system that felt like gear for an expedition, not just corporate swag.

The Execution
The theme was brought to life through high-end tactile touchpoints, including embroidered Patagonia-style vests, technical fleeces, and flannel field shirts. This "lifestyle-first" approach ensured the brand lived on long after the conference ended.