Reckitt Sales Team Event
Our client, Reckitt — a global leader in Health and Hygiene — generates over £14 billion in annual sales and is behind some of the world’s most recognizable consumer brands, including Lysol, Mucinex, Durex, K-Y, Finish, Air Wick, and Biofreeze. They sell over 30 million products every day across global markets.
At the beginning of the year, they announced a major company-wide restructuring, promising a “simpler and more effective organisation.” As with any large-scale corporate transformation, internal uncertainty and concern were high.
The Ask
To craft an immersive North American Sales Team event that would:
- Unite the team under the refreshed company vision
- Inspire confidence in leadership
- Build alignment around strategic priorities
- Energize the salesforce to “win” in the years ahead
The venue — the Borgata in Atlantic City — was already booked.
My Role
I worked with the event agency as a freelance Creative Director, responsible for the concept development, art, copy, and video content — a great opportunity to toggle between strategic ideation and hands-on execution.
I pitched creative territories and thematic directions directly to the Reckitt leadership team, then collaborated across design, event, and video teams to ensure cohesive storytelling and consistent brand expression.
The “real” Challenge
The interesting plot twist in this project was that the keynote presentation, crafted by senior Reckitt leadership, evolved in parallel with our event creative—and wouldn’t be finalized until the last minute. This required:
- Rapid, high-confidence decision-making based on incomplete information
- Agile pivots as new language and strategy updates emerged
- A flexible naming and branding system adaptable to shifting content
A few internal phrases from leadership provided early creative fuel
Faster, leaner company
Less bureaucracy
Speed over perfection
Focus on core brands
Winning!
Naming & Creative Territories
My iterative creative process starts with fast, unfiltered idea generation—writing without overthinking—to explore multiple naming possibilities. I then cluster strong options into strategic “creative territories.”
Groups of naming options emerged around themes of Speed, Agility, Challenger Brand mentality, and some that embraced the Atlantic City Casino venue.
Once a name was selected, I developed design explorations to visualize the concept.
And the winner is… Outmaneuver & Outperform: Be Bold, Move Fast, Win Together. This event theme outlines the vision for the future and the steps necessary to achieve it. The clients responded well to sports analogies in early presentations, and this concept leaves plenty of opportunity to illustrate how the sales team is poised for success through individual effort and the support of their team.
Brand Identity Development
I created a streamlined brand identity guide to align all workstreams: presentation design, event staging, and video production. This ensured every touchpoint reinforced the same visual language, color palette, and messaging hierarchy.
Video Content Creation
I wrote an event video script designed to connect emotionally with the sales team, blending brand storytelling with relatable moments. Early cuts included a sequence that poked fun, taking the corporate/sporting team analogy too far — into Hunger Games/Squid Games territory, but client feedback prioritized spotlighting Reckitt’s power brands.
With a tight 90-second runtime, some favorite moments landed on the cutting-room floor.
High-energy clips support the theme.
The final video edit was quick-moving, upbeat, and showcased the core brands that would lead Reckitt to a successful future. It was a blast to work with their brand identity, which leans on bright magenta and orange gradients, and the 60 ft. LED screen allowed us to save full-width “reveal” moments for maximum visual impact.
Play the video below. (sound on, please!)
Results
Mission accomplished — the event was a resounding success. All event elements, including keynote presentation and environmental design, cohesively laddered up to the theme and visual identity.
The ultimate compliment? Clients loved the video so much that they played it multiple times during the event.