Challenge
PagerDuty needed a flagship event that could bring customers, partners, and employees together while showcasing the company’s expanding platform and leadership in digital operations. From 2016 to 2019, the goal was to create a world-class in-person conference in San Francisco. In 2020, the pandemic required a fast pivot to a fully virtual experience, demanding new approaches to production, engagement, and storytelling.

Approach
I led creative direction and brand experience for PagerDuty Summit from 2016 through 2022, shaping it into the company’s premier customer event. For in-person Summits, my team and I designed and produced the full brand environment—stage design, signage, environmental graphics, and immersive product moments that brought the brand story to life.

When the world went virtual, I directed a broadcast-style experience that reimagined Summit for a global digital audience. Partnering with production teams, we delivered high-quality live and on-demand content with television-level polish, while keeping the storytelling authentic and human.

Impact

• Evolved PagerDuty Summit into a flagship global event and key demand driver

• Delivered world-class in-person experiences for 1,000+ attendees annually

• Successfully transitioned to virtual format during the pandemic, reaching a broader audience

• Strengthened customer connection and positioned PagerDuty as a thought leader in digital operations

• Set the creative foundation for future hybrid and On Tour event models