monday.com Evolve & Elevate Labs

OVERVIEW

Evolve and ElevateLabs represent two chapters of the same idea – bringing monday.com's community closer to the brand through hands-on experience. Evolve began as a mini-Elevate conference, localised across major cities worldwide. ElevateLabs evolved that idea into a certification-style format, feeding directly into Elevate, monday.com's flagship conference. I worked across both: localising Evolve's brand system for APJ, then contributing to ElevateLabs' new identity as part of the global creative team.

YEAR

2026

ROLE

Creative Lead

SERVICES

Creative Direction

Experiential Design

Digital Communications

About the project

Brief

Evolve's brief was reach – bring the monday.com community together in cities around the world for real stories, inspiring ideas, and hands-on masterclasses, each localised to its market. As the format matured, the brief shifted: rather than a standalone touchpoint in many cities, monday.com needed something that built toward something – a format that gave attendees a clear next step, funnelling them into Elevate, the flagship conference. That shift in ambition is what gave rise to ElevateLabs.

Concept

Evolve's concept was localisation
One global brand system, adapted city by city to fit local budgets, venues, and audiences, while staying recognisably monday.com. As Regional Brand Lead for APJ, I translated that system for Manila and Singapore, each scaled to very different attendee numbers (800+ and 400+ respectively) without fragmenting the brand.

Elevate Labs needed a different kind of thinking
Rather than many standalone events, it had to read as a foundational tier beneath Elevate itself – hands-on and certification-level, where attendees build a working AI agent from scratch before taking that knowledge further at the main conference. As part of the creative team, we landed on a grid-based, pixel-like visual system: a literal building-block metaphor for what Labs actually does for attendees, while still carrying forward brand equity from Elevate's broader identity.

Execution

On Evolve, I worked across regional marketing and global creative teams to adapt the brand system into event, digital, and campaign touchpoints across both cities – hands-on, market-by-market execution.

While on Elevate Labs, my contribution sat earlier in the process: exploring concept directions with the creative team and helping develop the grid system that would carry Labs' identity forward.

Campaign Continuity

Evolve and ElevateLabs aren't two unrelated projects – they're the same ambition at two different stages of maturity:

From breadth to depth
Evolve proved the model could scale across cities; Elevate Labs refined that into a single, higher-commitment format designed to feed one flagship event.
Built-in progression
ElevateLabs attendees receive free tickets to their regional Elevate '26 conference, giving the new format a defined next step that Evolve, as a standalone city event, didn't have.
Shared brand lineage
ElevateLabs' grid system carries forward equity Evolve had already built with the community, rather than starting from zero.

Together, these show two formats shaped by the same underlying question: "how does monday.com bring its brand into the room with customer", answered differently as the company's ambitions, and its understanding of what worked, evolved.