COMPANY
Frontify
YEAR / YEARS
2022–present
PROJECT TYPE
Flagship experience
LOCATION / MARKETS
Global
203
Attendees in 2026
23
Countries represented in 2026
100
NPS in 2025 & 2026
5/5
Guest satisfaction in 2025 & 2026
THE BRIEF
SOMETHING PEOPLE WANT TO BE PART OF.
Paradigms began in 2022 as Frontify's flagship brand experience, bringing together senior leaders from the brand and creative industries to exchange ideas, challenge perspectives and build relationships.
The ambition was to create something different from a traditional industry conference. An event where the people, the setting and the shared experiences were just as important as the content on stage.
The ongoing challenge has been to develop that foundation into a distinctive international flagship, attracting new audiences, strengthening existing relationships and building a community that delivers lasting value for Frontify.
THE IDEA
Paradigms has always been as much about who's sitting next to you at dinner as who's speaking on stage.
A lot of consideration goes into finding the right balance of speakers, brands, agencies and personalities. We want people with interesting perspectives and experiences, but also people who are curious about one another and willing to contribute to the conversations.
Speakers are invited to stay for the duration, not just turn up for their session. There's no hierarchy between the stage and the audience. That openness is a big part of what makes Paradigms work.
EXPERIENCE DESIGN
The setting has always been an important part of Paradigms. Not simply as a backdrop, but in shaping how people spend time together.
Every part of the experience matters. From the welcome and the journey there to the dinners, activities, unexpected moments and conversations between sessions.
It's about creating an environment where people feel comfortable, have time to get to know one another and can enjoy the experience without feeling like they're following a traditional conference schedule.
CONTEXT / PROLOGUE
Paradigms launched in 2022 as Frontify’s first flagship customer experience, bringing senior brand leaders together in an architect’s house in Barcelona for meaningful conversation, connection and inspiration.
The first edition established the opportunity.
I joined Frontify the following year, taking on the development of Paradigms as a recurring flagship with a clearer audience strategy, stronger identity and room to grow.
Held in a monastery in Lisbon, the second edition of Paradigms continued to build on the foundations established the previous year.
I joined the project just a couple of months before the event, taking responsibility for its delivery and getting to know the experience, the audience and what made Paradigms different.
It was my introduction to a project that would become a much bigger part of my work over the following years.
In 2024, Paradigms took place in a Victorian aquarium in the heart of Rome.
This was my first year with full ownership of the event, from planning through to delivery. I inherited an established format and supplier relationships, giving me the opportunity to understand what was working, identify where we could improve and begin making changes.
Rather than reinventing everything at once, the focus was on gradually evolving the experience while retaining the elements that made Paradigms special.
In 2025, Paradigms moved to a country club in Marrakech, where I began evolving the format into a more immersive experience, with accommodation included in the ticket package and more opportunities for guests to connect beyond the conference programme.
We introduced sunrise activities including hot air balloon rides, quad biking, sound baths and yoga, expanded the networking opportunities and brought more of the Frontify brand into the venue. The event culminated in an overnight closing party in the desert.
Attendance grew by 40%, while Paradigms achieved an NPS of 100 and a 5/5 guest satisfaction rating, showing that we could grow the event without losing what made it special.
In 2026, we took over Obonjan Island in Croatia, bringing together 203 attendees from 23 countries for our most ambitious Paradigms yet.
Having the entire island to ourselves meant accommodation, content, activities, dinners and celebrations could all happen in one place. We built on the previous year's format, creating more opportunities for spontaneous conversations, shared experiences and connections between guests and speakers.
The event sold out before the venue, speakers or agenda had been announced. With an NPS of 100, 5/5 guest satisfaction and 226 organic LinkedIn posts, it was clear that Paradigms had become something people wanted to return to, recommend and be part of.
EVENT STRATEGY & EVOLUTION
Developed the long-term vision, audience strategy and format, evolving Paradigms into an international flagship while protecting what made it distinctive.
END-TO-END EXPERIENCE DESIGN
Shaped the complete guest journey, from invitations and arrival through to accommodation, activities, networking, hospitality and the closing celebration.
CREATIVE DIRECTION
Led the creative direction across venue transformation, staging, branding, production and the details that made each edition feel distinctive.
CONTENT & PROGRAMMING
Curated the speaker mix, developed session themes and formats, and balanced the programme to create space for conversation and connection.
SPEAKER SOURCING & MANAGEMENT
Identified, sourced and secured senior speakers, managing outreach, relationships, negotiations and contracts. Developed the agenda and session formats, and managed speakers from initial conversations through to onsite delivery.
GLOBAL STAKEHOLDER LEADERSHIP
Brought together internal teams, senior leadership, speakers, partners and agencies, aligning different priorities around one shared vision.
BUDGET MANAGEMENT & FORECASTING
Built and managed the event budget, overseeing forecasting, cost tracking, financial reporting and reconciliation throughout the project, while balancing commercial targets with creative ambition.
COMMERCIAL & OPERATIONAL OWNERSHIP
Led ticketing strategy, supplier relationships, contracts, logistics and production, overseeing the operational delivery of each edition from planning through to execution.
MEASUREMENT & OPTIMISATION
Tracked guest satisfaction, audience growth, engagement and commercial outcomes, using feedback and results to shape each subsequent edition.
IMPACT / OUTCOMES
203
Attendees in 2026
23
Countries represented in 2026
100
NPS in 2025 & 2026
5/5
Guest satisfaction in 2025 & 2026
