Internal convention for Danone’s indirect channels, turning a historic 26-floor skyscraper into a vertical learning journey—each floor unlocking content—ending with a rooftop celebration.
Danone needed an internal convention that would upgrade a well-known program into a compelling movement for 2025: align strategy, clarify KPIs by channel, and energise performance. The brief asked us to turn the theme “Rumo ao Topo” (Climbing to the Top) from a slogan into behaviour.
We designed a convention that makes the ambition physically real: content literally climbs. The foyer sets common ground (welcome, GM address, 2024 recognition, challenges for 2025). Then, segmented tracks go deeper by Alimentar, Hospitalar, and Farma, translating strategy into tools and routines. The rooftop mirante crowns the day with a shared horizon and celebration.
Intended impact: sharpen execution standards, accelerate adoption of the Danone Master program across channels, strengthen partnership culture, and send attendees back with clarity on metrics, roles, and next steps—and with a unifying symbol: the top.
We turned a 26-floor landmark into the medium, message and method. The building’s verticality became an experience in architecture: every ascent unlocked a new layer of mastery.
Form explains content:
• Ground level = alignment and recognition (where we came from).
• Mid-floors = segmented learning tracks, each with its own KPIs, tools and rituals (where we improve).
• Top = the shared future, seen—literally—from above.
The format reframes a convention as a progressive unlock: people don’t just hear about peak performance; they walk it. The venue choice (Farol Santander) adds cultural equity and narrative coherence (“a lighthouse that guides to the top”).
The design system extends the “M” of Master as a peak/arrow, guiding wayfinding, stage frames, and content cards. The result is a proprietary format where space choreographs learning, and the climax is a panoramic proof of purpose.
