WALKME · SALES KICKOFF · TULUM, MEXICO
SKO 2026
Prime Time!
COMPANY
WalkMe
YEAR
2026
ROLE
Creative Direction,
Visual System Design
TIMEFRAME
3 weeks
STAKEHOLDERS
CEO,
SVP Corporate Marketing,
Brand Leadership
A visual identity system marking WalkMe’s transition into an AI-driven era.
Context: SKO 2026 was WalkMe’s first Sales Kickoff under SAP ownership and the moment the company publicly repositioned itself as an AI-powered orchestration layer. A 4-day, 400+ attendee, multi-million dollar production with the year’s narrative riding on it. The visual identity had to do more than dress the event. It had to embody the moment.
Brief: A theme (“Prime Time”), a location (Tulum), and a deadline. No creative direction, no visual references, no concept territory. The brief was handed off with a strategy document that defined every business pillar but left the creative interpretation entirely open.
The challenge “Prime Time” pulled in too many directions at once: prime-time TV, the peak hour of a day, the prime time of AI, the laid-back Tulum beach, the vivid color of Mexican culture, or any combination of these. With the SAP transition and AI pivot raising the stakes, the work wasn’t to decorate a theme. It was to define what “Prime Time” actually meant for the business, for the audience, and for this specific inflection point, before any design work could begin.
400+
global attendees
10+
countries represented
4-day
immersive experience
Onsite Experience
Welcome Kit Overview
Pre-event Promotional Assets Overview
How did we get there?
We explored multiple directions to define what “Prime Time” should stand for. Each route tested a different balance between location, concept, and business narrative. Here are different directions I explored.
Time-based symbolism
Prime Time interpreted as the moment where time reaches its peak with a modern sundial.
→ Conceptually relevant, but too abstract and disconnected from the AI narrative.
Maya symbolism
A natural, location-driven approach inspired by Tulum’s monuments and environment.
→ This direction reflected the location, but lacked a broader narrative.
Maya and Mexican symbolism
A more expressive and colorful approach inspired by Mexican culture and references such as Frida Kahlo.
→ Strong local identity, but insufficient connection to AI and the company’s evolution.
AI Display
A surreal composition featuring futuristic glass elements and AI-driven visuals on display.
→ Strong on “AI”, but positioned the audience as passive observers rather than participants.
Refinement
We aligned as a team on a clearer definition of “Prime Time” and refined the direction to balance three key elements: a surreal AI-driven environment, subtle references to Tulum, and a modern, scalable visual language.
Invitation to Surreal world
Introduced the idea of entering a new space: an AI-driven world.
→ The narrative was right, but the execution lacked a strong sense of place.
A Gateway to the Future AI World
Integrated architectural references and local elements to anchor the concept.
→ The direction was well received, with feedback to further strengthen the cultural context.
Refined Main Image
A visual gateway into a new era, rooted in Tulum’s landscape.
The system combines surreal gradients with a recurring arch motif, symbolizing transition and progression into an AI-driven future.
- Aligns with the AI-driven business narrative
- Moves beyond expected event aesthetics
- Scales across multiple formats
- Creates a cohesive and immersive experience
Project Success
Executive Buy-In
Selected by the CEO from three competing creative directions proposed by three designers, and chosen as the visual language for WalkMe’s most strategically significant SKO to date.
From Concept to System
Once approved, the direction was refined into a scalable visual system, then handed off to the internal design team and an external production partner for deployment.
Deployed at Scale
Rolled out across every touchpoint of the 4-day Tulum experience: stage design, signage, welcome kits, room dressings, slide decks, and pre-event campaigns. Reached 400+ global attendees from 10+ countries.
Cohesive Execution
The visual language held consistently across physical, digital, and on-site formats, from email teasers and the landing page to the main stage backdrop.
Key Takeaways
This project was less about producing assets and more about defining direction. With a vague brief and a high-stakes moment, the work was to remove ambiguity, align stakeholders around a single interpretation of “Prime Time,” and build a system others could extend without losing coherence.
The outcome is a visual language that doesn’t just support an event. It defines how the company shows up at a key moment of transformation.