Dunelm’s 2025 annual conference is both a strategic milestone, reviewing company performance and future growth and an important moment for energising and engaging colleagues across the business. As Design Director, I led the creative vision and delivery across every touchpoint of the event. This included shaping the event identity, developing the overarching theme, designing all venue branding, staging and exhibition environments.
We wanted to move away from the passive, predictable conference model and create something more dynamic, immersive and energising. We re imagined the expo and breakout spaces so that colleagues were continuously engaged, exploring and interacting rather than simply observing. The event was structured around Dunelm’s five core internal functions, Innovation, Customer Experience, Colour & Creativity, Being Good & Circular, and Connections. For each, I developed immersive creative treatments that translated key messages into memorable, meaningful experiences.
The conference culminated in a lively evening experience designed to strengthen connections and celebrate the team. Alongside a live band and DJ, delegates were invited to dive into larger than life activations including personalised, life size Guess Who?, a giant snakes and ladders game, and a Dunelm themed fun house ball pit. These interactive moments created genuine joy and camaraderie—deepening colleague relationships and building stronger emotional affinity with the Dunelm brand.
