ServiceTitan Pantheon
Driving $6.1M in revenue through large-scalability experiential design.
Pantheon, hosted by ServiceTitan, is one of the largest events in the trades industry, bringing together contractors, investors, and customers. The event celebrates the company’s community of customers while showcasing new products, offering educational sessions, and attracting prospects.
Our team created a visual system designed to bridge the gap between high-tech SaaS and the "boots on the ground" reality of the trades. I developed flexible design frameworks that scaled across 100+ physical and digital touchpoints, ensuring a cohesive brand narrative for 6,600+ attendees while maintaining the agility needed for rapid-response marketing.
Pantheon 2024 - Leading the Charge
The Challenge of Reconciling “Emotional Deficit”
ServiceTitan is the undisputed leader in trades SaaS, but our brand was facing a "utility trap." We were winning on features but losing on "heart." For Pantheon 2024—the industry's premier event—my goal was to evolve the brand from a technical tool to an aspirational partner, humanizing our $27M identity for 6,600+ attendees.
The Strategy - From Product Stories to Hero Journeys
I led a creative pivot for the Pantheon booth experience that moved the brand away from technical roadmaps and toward Aspirational Storytelling. We stopped selling software and started celebrating our customers and the Legacy of the Trades.
The logic behind this event factored in large-scalabilty and the need for systemic flexibility. A modular framework and workflows were developed that maintained brand integrity across 100+ physical and digital touchpoints.
ServiceTitan's 'Ruler Archetype' leveraged a high-contrast, minimalist visual language to establish authority and order in a high-stimulus convention environment.
Execution - Design Drives Performance
Environmental UX & Strategic Wayfinding
Navigating a massive physical space requires logic, not just aesthetics. I engineered a comprehensive wayfinding system that transformed complex hotel layouts into intuitive "Brand Journeys." The impact was an optimized attendee flow, directly increasing attendance at key product breakout sessions by reducing navigational friction.
Visual Information Architecture
In a noise-heavy space, I implemented a "low-friction" educational framework. My tactics included grid-based layouts and strict color ratios to ensure high visual accessibilty. As a result of removing design clutter, technical content took lead - hooking prospects instantly.
Customer-Centric Narrative
We inverted the visual hierarchy to prioritize "larger-than-life" photography of real customers and on-site jobs. Our goal was to create an immediate emotional bridge between the SaaS and the "Boots on the Ground" reality.
Designing for Top Business Segments
Pro Products and FintechMore than $7 million in sales have been driven by ServiceTitan Pro Products and ServiceTitan Fintech in the last 3 years. For the last two years, I’ve had the pleasure of spearheading booth design and product marketing campaigns for the two business segments. Over $2 million in revenue generation occurred as a result of our initiatives.
This year at the event, we launched a new product, Sales Pro. This led to $2 million in annual recurring revenue closed on the floor, $3 million signed in the first 2 weeks of launch, and 100 customers in the pipeline.
Outcome - Design Drives Revenue Growth
The Pantheon brand identity was a Lead-Generation Engine. By strategically placing high-impact visuals and optimizing booth layouts, we facilitated a massive top-of-funnel data collection effort. The strategy for the engagement data collected at the event provided Product and Marketing teams with critical insights to refine 2025 roadmaps and target high-value business segments.
Pantheon 2023 - Journey to the Top
360 campaigns and supporting assets.
We cohesively tie the Pantheon visual identity to all supporting collateral, including full 360 campaigns and the initiatives of other participating business segments. This spans across digital, print, and web marketing.