Molson Coors
Leadership Community Event
This marked the second annual gathering of the Molson Coors Leadership Community, an event designed to unite over 450 people leaders across three days, equipping and empowering them for the year ahead.
Our role was to bring the Leadership Community’s existing branding to life throughout the National Memorial Arboretum in Burton upon Trent. Beyond visual branding, we collaborated on designing content that would inspire, educate, and engage attendees. Additionally, we focused on streamlining logistics from the previous year, optimising the flow and enhancing the overall delegate experience.
The approach
Although the event returned to the same venue as the previous year, we saw an opportunity to amplify the Leadership Community brand like never before. This year, we brought in our in-house creative team from the outset to assess the space, uncover new branding opportunities, and integrate motion graphics seamlessly across venue screens. Partnering with our production team, we refreshed the AV setup, incorporating valuable feedback from the previous year to enhance the overall viewing experience for delegates.
To ensure seamless execution, we established a dedicated project team and held weekly meetings with the client to oversee logistics, creative direction, and content development. Collaborating closely, we curated an experience that not only delivered the client’s key messages with clarity and impact but also fostered meaningful networking opportunities and interactive discussions for all attendees.
Working with Megan and the XSEM Team has been a dream, absolutely nothing is too much trouble. The team are across every detail and we had every confidence in the quality of event, reaction to changes needed and the overall delivery – plus the XSEM Team does everything with a smile!
Talent, Leadership & Development Director, Molson Coors Beverage Company
The experience
The event unfolded over three dynamic days, welcoming a fresh wave of delegates each day from across the UK and EU. Our operational team seamlessly orchestrated the experience, ensuring smooth transitions between breakout sessions and main plenary discussions. With meticulous planning, we kept the event running flawlessly.
To create a visually striking and immersive environment, we elevated the venue’s branding with high-impact print and motion graphics. From bold vinyl designs on entrance windows, bars, and tables to dynamic digital displays, every touchpoint reinforced the brand’s presence. In addition to utilising the venue’s built-in screens, we introduced custom totems to showcase motion content, delivering key company messaging, all designed and produced in-house.
Recognising the need for a central hub to streamline event content before, during, and after the experience, we developed a bespoke event platform. More than just a content bank, this hub became the go-to destination for agendas, key takeaways, and commitments, ensuring seamless connectivity and engagement for attendees.
The results
Following the event, we conducted a comprehensive measurement project to analyse delegate feedback in depth. By gathering and evaluating attendee insights, we identified key successes and areas for future refinement. This data-driven approach provided our client with valuable takeaways, ensuring continuous improvement and even greater impact for future events.
Some key takeaways were that delegates enjoyed the opportunity to network and collaborate, commenting that the event atmosphere was insightful and well organised. Feedback found that the key messages of the event had been successfully delivered and feel they had the tools they needed to lead with confidence.