Client: Intuit
Event: National Black MBA Association Conference
Location: Los Angeles, California
Role: Creative Direction, Experience Design, Brand Storytelling, Production
Deliverables: Concept Development, Experiential Design, Spatial Design, Interactive Moments, Custom Fabrication, Branded Touchpoints, Production + Event Logistics

Overview

Intuit partnered with CK Creative to develop its experiential presence for the National Black MBA Association Conference in Los Angeles, translating the brand into an environment designed around ambition, possibility, and what comes next.

The creative concept, “Make Your Next Move,” used the strategy and symbolism of chess to speak to professionals, entrepreneurs, and leaders navigating their next career or business decision.

From the oversized chess piece anchoring the space to interactive touchpoints, merchandise, and messaging, the concept gave Intuit a clear visual language that could carry throughout the entire experience.

The Challenge

Intuit needed a conference experience that would:

• Bring its evolving brand into a physical environment

• Connect with an audience of professionals, entrepreneurs, and emerging leaders

• Create a strong visual presence within a limited conference footprint

• Encourage interaction without compromising space for conversation and connection

• Carry one cohesive idea across the environment, messaging, merchandise, and attendee touchpoints

The Creative Approach

CK Creative built the experience around one central idea:

Every next move creates a new possibility.

Chess became the creative language for expressing that idea.

The game naturally speaks to strategy, decision-making, progression, and thinking ahead, making it a fitting metaphor for an audience navigating careers, businesses, and leadership.

An oversized lime green chess piece served as the visual anchor of the experience, turning the concept into a physical moment attendees could immediately recognize and interact with.

Supporting messaging, including “Possibility is always in play,” extended the concept throughout the environment.

Our approach focused on:

• A recognizable visual anchor that could draw attention from across the conference floor

• A simple creative metaphor that connected naturally to career, business, and leadership

• Integrated brand storytelling across environmental graphics, merchandise, and interactive moments

• Intentional spatial planning that balanced engagement with conversation and lounge space

• Multiple ways to participate, allowing attendees to engage with the experience beyond a traditional booth interaction

The result was a concept that could be understood quickly on the show floor while offering additional layers of engagement throughout the space.

Experience Design Highlights

• Oversized custom chess piece designed as the centerpiece and primary photo moment

• “Make Your Next Move” campaign messaging carried throughout the experience

• Supporting “Possibility is always in play” messaging to reinforce the central concept

• Interactive digital touchpoint connecting attendees with resources based on their interests

• Custom branded merchandise and giveaways that extended the chess concept beyond the booth

• Lounge and conversation areas integrated into the footprint for networking and deeper engagement

• Spatial planning designed to maintain an open, approachable environment within a compact conference space

• Creative direction carried from initial concept through fabrication, production, logistics, and on-site execution

Impact

“Make Your Next Move” gave Intuit a distinctive presence at the National Black MBA Association Conference and translated a single creative idea across the full attendee experience.

The activation:

• Created a strong visual focal point on the conference floor through the oversized chess installation

• Gave attendees multiple ways to engage through photography, conversation, digital interaction, and branded takeaways

• Extended the creative concept beyond environmental graphics into merchandise and physical touchpoints

• Created an environment that supported both high-visibility engagement and one-on-one conversations with the Intuit team

• Brought the original creative vision from concept through fabrication and final installation in Los Angeles