Brief

The existing visual language had been built around monday.com’s established work management offering and needed to evolve alongside its expanding AI product story.

With a broader global rebrand underway, the Executive Luncheon became one of the first opportunities to apply the new direction in market — creating a premium experience for senior stakeholders while establishing a visual approach that could extend into future launches.

Execution

I translated the new creative direction across three key parts of the experience:

Lifecycle Communications
Developed the email journey leading into the event, introducing the new visual language while building anticipation and maintaining consistency across each stage of communication.

Event Experience
Applied the direction to the physical environment and booth, considering how the system translated from digital assets into a premium, executive-facing experience.

Executive Presentation
Designed the presentation system used during the Luncheon, balancing the new visual direction with clarity and storytelling for a senior audience.

Working across these formats meant building enough flexibility into the system to perform across email, spatial and presentation environments without losing the core creative idea.

Campaign Continuity

The Executive Luncheon became more than a standalone event. As an early application of monday.com’s evolving AI identity, it helped demonstrate how the new visual direction could work across a complete customer experience.

The approach established through the Luncheon was subsequently adapted across regional AI product launches, extending the work from an initial market activation into part of a broader global rollout.