Arresting and purposeful beauty

You can’t fake a brand or a purpose. You have to think about what it is that you want to change in the marketplace and how is that change going to make a difference." - Barbara Venneman, principal, Customer & Marketing, Deloitte Consulting LLP.

A few months ago, a Doblin team partnered with the Deloitte Amazon Web Services (AWS) Alliance team to create an experience that would make clear what we mean when we say “Elevate the Human Experience” (EHX). We launched “Look Up” at AWS:Reinvent 2018, taking broad concepts such as wonder and nostalgia, and turning them into a purposeful and provocative experience for the C-suite level attendees to begin new conversations about the human impact of cloud technology.

Our ambition was to connect those attending not just to the humans who have been elevated by innovative and human-centered uses of cloud technology, but to each other

Creating that experience felt different because we were designing with space, sense, emotion, immersive video tunnels and astro turf (a whole ballroom’s worth!). In that room, our ambition was to connect those attending not just to the humans who have been elevated by innovative and human-centered uses of cloud technology, but also to each other. What were the skies like when you were young? How that question makes you feel was at heart of “Look Up.” That universally shared moment from youth of lying in the grass and looking up at the sky—to remember what that felt like and using that feeling to spark looking differently at cloud.

We rallied a new EHX team for Adobe Summit 2019; this time with Digital Experience (DX) colleagues we created “Timeless” a micro-exhibition within the Deloitte Digital booth that integrated and boosted EHX messaging through engaging narratives brought to life via murals and hanging narrow video screens. As a team, we iterated on how to illustrate the human experience through one of the most universal conditions: time, so that marketers could be offered a new lens by which to view their work and the humanity in their brands.

The Deloitte Digital booth was singular in its beauty, the many human faces illustrated throughout its design. From across the airplane hangar size of a room, it was clear that Deloitte Digital was not there to follow the herd when it comes to customer experience (CX). Instead, we shared through our presence and programming that we are thinking deeply about experience—making authentic connections and bringing humanity to every interaction. When we invited the whole floor into that conversation, we were not surprised that people met the topic like a friend. EHX work has that impact.