I was hired by Oracle to undertake a theme and tagline exploration for its 2004 Oracle OpenWorld conferences. Rather than simply present a list of themes and taglines, I guided Oracle toward larger concepts--and then helped them use those concepts to refine their thinking and provide a framework for further creative exploration. Members of the Oracle team were delighted with this process, and felt that it helped successfully create messaging for the conference.
What Are the Goals for the Creative Exploration?

Working together, we should be able to discover a creative direction that

  • Works with Oracle's overall messaging
  • Speaks to both of the attendee groups for Oracle OpenWorld
  • Helps signal that this is a new event
  • Is compelling enough to help drive attendance
  • Has a strong visual component
  • Is ownable
  • Helps drive the messaging framework for the event content

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2004 Kevin Cobb. All rights reserved.