From Theme to Execution: Building the CSI Customer Experience
Every year, CSI hosts an annual customer conference in a new city, but we don’t think of it as an event. We think of it as an experience. From the very beginning, our goal is to create something immersive and intentional, something that reflects who we are as a company, where the industry is headed, and how we want our customers to feel when they’re with us. That starts with a theme, and from there, everything else flows.
The process begins months in advance with research, brainstorming, and a lot of “what if we…” conversations. We explore the host city, the state of the industry, and the strategic priorities of the business, then look for the common thread that can bring it all together.
CX25 / Orlando
CX24 / San Antonio
The Work
Once the theme is set, the real work begins. My team owns a significant portion of the experience, ensuring the theme is woven consistently throughout every touchpoint. This includes creating the visual identity for the conference, producing the general sessions, designing exhibit hall booths, building the registration site, developing signage, video, photography, social content, and powering the mobile app. Every decision, from color palettes and motion graphics to stage design and copy tone, is intentional and tied back to the core idea.
Behind the scenes, this work represents hundreds of hours of planning, coordination, and iteration. It requires close collaboration across marketing, events, leadership, vendors, and production partners, as well as an almost obsessive attention to detail. The goal is not just to make something that looks good, but to create an experience that feels cohesive, effortless, and memorable for attendees.
What makes this work especially meaningful is seeing it all come together in the real world. Watching customers walk into a space that feels thoughtfully designed, emotionally engaging, and unmistakably CSI is incredibly rewarding. It’s a true team effort, and one that reflects our shared commitment to creativity, collaboration, and delivering experiences that leave a lasting impression.
