Kestra 2022 Case Study
Project Scope
Event / Show Name:
Kestra Financial Ascend 2022 Advisor Conference
Services Provided:
Objective:
Design and execute a cohesive, multi-space branded environment for Kestra Financial at the Ascend 2022 Advisor Conference that embodied a modern, nature-inspired aesthetic. The goal was to create an inviting and visually unified experience across all event touchpoints, from entrance features and wayfinding to general session and networking spaces, using natural textures, greenery, and warm materials to establish a “green,” contemporary atmosphere.
The Challenge
Executing a cohesive, nature-inspired environment for Kestra Financial at the Ascend 2022 Advisor Conference required balancing aesthetic goals with the realities of a temporary, large-scale event build. The design direction emphasized natural materials, greenery, and layered lighting—elements that are visually impactful but introduce complexity in sourcing, transport, installation, and reuse. Delivering this “green” look without generating unnecessary waste required careful material selection, modular construction, and planning for efficient breakdown and potential reuse post-event.
The central networking structure introduced additional complexity, particularly with integrating overhead lighting that extended outward to surrounding pods. This required precise coordination of rigging, power distribution, and layout alignment to create a cohesive “outdoor” ambiance while maintaining safety and compliance within an indoor venue. At the same time, the environment needed to remain intuitive and accessible, supporting clear wayfinding and smooth attendee flow across multiple activation areas.
With multiple builds happening simultaneously and limited time for installation, the core challenge was delivering a visually unified, high-quality environment that met design intent, minimized waste, and functioned seamlessly from the moment attendees entered the space.
Our Strategy & Approach
The execution for Kestra Financial at the Ascend 2022 Advisor Conference was built around a scalable design system that could be deployed across multiple environments without losing visual consistency or efficiency. Instead of designing each space independently, a unified kit of materials and finishes of wood tones, hedge elements, and illuminated graphics was developed and adapted to fit entrances, wayfinding, general session, and networking areas. This allowed the event to feel cohesive while simplifying production and installation.
The networking area served as the experiential centerpiece, conceived as a stylized outdoor setting within the ballroom. A layered architectural build combined natural textures with elevated greenery to create depth, while suspended string lighting radiated outward to surrounding seating pods. This approach visually connected the entire footprint, helping define zones without the need for hard barriers and encouraging organic movement throughout the space.
Wayfinding and supporting structures were designed to be both functional and design-forward. Freestanding wooden markers with dimensional lettering provided clear navigation while reinforcing the overall aesthetic, and entrance elements echoed the same material language to create a consistent arrival experience. Backlit graphics were selectively introduced to add contrast and visibility, ensuring brand presence remained strong within a softer, more natural visual environment.
Across all elements, the approach prioritized repeatable components, efficient staging, and streamlined installation—allowing a visually rich environment to be executed reliably within the constraints of a temporary event.
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