PDFelement at Spiceworld2018

Role: Creative Direction

What’s PDFelement?

Wondershare’s product PDFelement is a powerful, yet easy to use PDF editing system where you can create, organize, and secure your files. With its flexible pricing, fully-featured modules, and impeccable performance, PDFelement is the favourite document management system of many prominent companies, including several Fortune 500 representatives.

Avisar Everyday was seeking for branding engagement to help them create an identity. Avisar  Everyday Solutions is associated with the CPA firm, Avisar, but they would like to create their own identity and reputation as they grow and outlive the Avisar name.

The Event

Every year around September, a hundred of IT pros and tech vendors come together to talk about technology at SpiceWorld Conference, and PDFelement is always looking to be part of it.

The opportunity offered in this event for products is to reach out to the maximum users possible showcasing the product and prospecting new customers and building emotional connections. 

The Problem

What was brought to the Design Department team was something quite simple. Was only a sentence for the Booth Backdrop: “Be the IT Robin Hood: cut costs and empower your users with the #1 Adobe Acrobat replacement on Windows and Mac”.

How can we work with something so controversial?


After a deep understanding of the personas, we could ideate something more playful with a funny tone of voice. With the first sketches ready I was very confident about the direction.

Feedback was a green light. After the approval on the theme everything went smoothly well. We could advocate for the theme being the center of any marketing approach like brochures, banners, table displays, landing pages, and of course the staff costumes.


The first step: UX research. What companies go to the conference? What’s the user demographics? Who are the speakers? Do we have any Special Features this year? Music Band? What they’re saying on social media? Everything could help our team to build up our user-centred concept.

Second Step: Moodboard. What can we find about the previous years? Booth photos, Decorations, Theme, Costumes, etc.Third Step: Visual Concept. What’s the best imagery to support our main message? Are we creating something more branded? Illustrations or Photos? Should we add new colours to our palette?


Characters and scenarios were the key for the storytelling that would impact the community and make the message clear, attracting a record number of leads and trial users.