Services

Five practice areas.

Most engagements draw from one or two. AI-assisted operations run underneath every engagement, never as a product line.

01

Event Strategy

Strategic scoping before the production work starts.

Best for: Founders, brand leads, marketing directors and event organisers who haven't yet decided what event to run. Also relevant for organisations reviewing an existing portfolio that's underperforming.

Decide whether to build the event, what it should do, who it should serve, and what format actually delivers. Strategic scoping happens upstream of production and shapes everything downstream.

  • Brief definition and audience strategy
  • Theme development and format ideation
  • Format comparison across conference, summit, roundtable, hybrid, virtual and community programme
  • Portfolio review for organisations running multiple events
  • Commercial model scoping and partner programme structure
  • Strategic recommendation with a prioritised implementation path
Recent

Co-founded Product Design Week in 2023 as a strategic consolidation move under Iconic. The decision: fold four standing sub-brands (BAD, BxD, UX LIVE, UX Writing) into a single five-day umbrella rather than running them separately. Same audience, same partners, less spend, more presence. The same muscle applied to external scoping work: should this event exist in its current form, is the format right for the goal, is there a better structure that returns more.

Discuss an Event Strategy engagement

02

Programme Architecture

Content strategy and speaker programming for your event, end-to-end.

Best for: Event organisers and companies running their own conferences who need a senior producer to lead the programme or augment an existing in-house team.

Design the content strategy, agenda, and speaker programming for your event end-to-end. From editorial direction through to the running order on the day.

  • Content strategy and editorial direction
  • Agenda design across single or multi-track formats
  • Speaker acquisition, briefing, and management
  • Partner and sponsor content integration
  • On-stage hosting and panel moderation where required
  • Editorial direction and content delivery through event day
Recent

CloudFest 2026, Contracted Conference Producer via WHD Event GmbH. Designed the content programme for 230+ speakers across a multi-track architecture for 10,900+ attendees.

Discuss a programme

03

Commercial Partnerships

Partner programmes designed for two-sided commercial outcomes.

Best for: Event organisers wanting to lift partner revenue and retention, and brands who need their event partner programmes to deliver harder commercial outcomes than traditional sponsorship.

Design partner programmes that move beyond logo placement into measurable business value, longer-tenured relationships, and repeat investment.

  • Commercial format design across executive roundtables, branded content, and partner-led sessions
  • Partner programme architecture and inventory strategy
  • Executive engagement formats that drive verifiable pipeline
  • Partner success management end-to-end
  • Renewal and expansion strategy across multi-event partnerships
Recent

Designed and delivered an executive roundtable series for Prolific (UX research platform) that converted to multiple enterprise clients and a multi-event contract renewal. Format extended into a series across London and New York.

Discuss a partner programme

04

Community and Experiential Design

Build the audiences and experiential layers that turn events into ongoing engagement.

Best for: Brands building community around their category, conference organisers extending engagement between events, and companies running standalone experiential commissions.

Two engagement models depending on what your audience needs.

Community Building (retainer-based). Long-term audience development. Strategy, programming, content cadence, membership and recurring engagement models.

Experiential Design (project-based). Format innovation and brand-led moments. Executive roundtables, dinners, speed networking, guided tours, standalone activations.

  • Community strategy and long-term audience development
  • Programming and content cadence for sustained engagement
  • Membership and recurring engagement models
  • Format design and brand activations including roundtables, dinners, guided tours
  • Speed networking and on-site experiential execution
Recent

Built The UX Crunch under Iconic Agency to 100,000+ members between 2015 and 2024 across in-person, online, and hybrid programming. Speed networking, guided tour, and executive roundtable formats deployed across CloudFest, MSP Global, and Product Design Week.

Discuss audience strategy or an experiential brief

05

Event Operations and Delivery

Ship the events you design. End-to-end execution alongside the right partners.

Best for: Organisations that have content and commercial strategy in place but need senior operational capability to deliver. Event teams under timeline pressure or operational complexity.

End-to-end execution, vendor and supplier management, and logistics across multi-track and multi-day formats. Specialist vendors engaged where it matters (registration, analytics, AV, production, content tooling) to keep the right capability in the right hands.

  • End-to-end event delivery across live, hybrid, and virtual formats
  • Vendor and supplier management across venues, AV, production, content tooling, and talent
  • Logistics coordination across multi-track and multi-day formats
  • Specialist partner engagement for event data, registration analytics and partner ROI measurement
  • On-site or remote operational lead through event day
Recent

CloudFest 2026 delivered 10 weeks ahead of previous timelines. 100+ partner engagements coordinated across content, marketing, sales, and operations. During 2021, led the Iconic transition to virtual delivery for 30,000+ attendees across the pandemic-era event portfolio.

Discuss operational support

Also available

Full event end-to-end.

If the brief calls for more than one pillar, the practice scopes against the whole arc, strategy through to delivery, with the AI-assisted operating layer threaded across. Often the right answer for organisations producing a flagship for the first time, or moving an existing event to a different format or scale. Proposals scoped against the brief.

Open a brief to discuss.

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Not sure where to start?

Open a brief and I'll help work out which practice area fits your event and where senior input adds most value.

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