Paradox’s Client Board

Creative direction for a 5-star talent collective and a microsite with a 37.7% WAU/MAU rate

FOR
Paradox’s Client Board
TYPE
HR User Conference
PERSONALITY
Crafty, Genuine, Contemporary
Residential area with green trees and cars, set against large rocky mountains under a clear sky.
Smiling woman at an event with text 'Find the right conversations' over the image.
Smiling barista at espresso machine and display of snacks and baked goods at The Client Board.
Outdoor event with people networking around booths under shade sails on grass in Scottsdale, Arizona.
SERVICES
Art Direction
Identity System
Event Branding
Web & UX/UI Design
Exhibit Graphics
Wayfinding
Print Design
Production Mgmt.
ROLE
Art Director and Lead Designer
IMPACT
37.7% WAU/MAU site ratio
87% ‘excellent’ attendee rating
27% growth in site engagement
All outcomes

Client Board is a bespoke semiannual user conference for Paradox clients and prospects in talent acquisition. Attendees learn about Paradox’s AI recruiting platform, connect with others, and solve hiring problems together.

To bring Client Board to life, it needed a visual identity, a differentiation from the parent brand, and event marketing and collateral. Most importantly, the event needed to drive client loyalty, deepen product adoption, and impact sales.

Sunny courtyard with fountain, palm trees, chairs, umbrellas, and mountain backdrop at sunset.White sign with text 'Enjoy the Snack Bar' hanging on a white frame, surrounded by potted plants.
Smiling man in glasses and plaid jacket with text 'Nov. 3-4 2025 Event agenda' on screen.
Smiling woman speaking to a man wearing sunglasses at a social event for The Client Board.
Two people sitting on a white sofa outdoors with wooden tables and lamps behind them.

Strategy

Introduction
Five years after Paradox was founded, they were preparing to host their first tech user conference. But this wouldn’t include windowless meeting rooms or overcrowded trade show hallways. The vision was an event brimming with hospitality and intentionality. Imagine boutique, collaborative experiences hosted at a luxury Arizonan resort—feeling less like a conference, and more like a getaway with smart friends.

This invitation-only summit would host top leaders in HR tech and recruiting. The program was designed for immersive learning and hands-on problem solving for the needs of talent professionals. A strong, interactive agenda paired with an elevated ambience would influence Paradox’s revenue, brand loyalty, and product adoption. Now, the event just needed a visual identity.
Collage of magazine and brochure pages with text, photos, and illustrations about brands and growth.
Creative direction
Senior talent acquisition leaders don’t just want to sit through a conference—they want a safe space to solve real problems with people who actually get it.

For the graphic, environmental, and digital design elements, my creative direction was rooted in the event's hands-on, collaborative spirit. We moved away from a traditional corporate feel and embraced an elevated "cool and approachable" vibe with tactile elements to drive excitement and buy-in. To pitch the concept, I presented visual mood boards and collaborated with program directors to align the creative with both the event's programming and local Arizonan influences.

Ultimately, my goal was to make the Client Board brand feel personal and creative to pair with its intimate small-group setting, but still ensure it wasn’t a complete visual departure from the clean and minimalist nature of the parent Paradox brand.
Pre-conference needs
Learn more about the event
Identify unique value props
Locate info
to “convince my boss”
Explore the destination
Understand travel logistics
RSVP to attend
In-conference needs
View schedule
and sessions
Find peers
in similar industries
Find things to do in AZ
Explore
event activities
Get in touch with event staff
Get in touch with Paradox leadership
Post-conference needs
Join an advisory group
Join LinkedIn alumni group
Contact peers after event ends
Access
dates for future events
Watch Paradox
case studies
View post-event photos
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UX and user needs
The event's high-touch experience began before attendees arrived. The microsite was designed as the central hub for the entire attendee journey, and I planned its UX to support user needs at three distinct phases: pre-conference, in-conference, and post-conference.
‍
To support these needs, I developed wireframes that mapped out the site’s content flow and visual hierarchy. While these wireframes cannot be shown publicly, they were foundational to the final design and user journey.
Pre-conference, the UI was focused on building
excitement and providing clear travel information. In-conference, the site showcased vital information like the schedule and session details. Post-conference, the site extended the community value by allowing users to join advisory groups and utilize the alumni network.

This user-centric planning ensured the digital experience was always relevant, practical, and a seamless extension of the event's service-oriented nature.

Creative

Paradox Client Board branded notebook, pen, patches, flyers, and other promotional items on a white surface.
The event presence lended itself to feeling more like a creative studio instead of a trade show. The identity system pulls from the act of ideation: organic illustrations, sketch-like scribbles, sticky notes, graph paper textures, and subtle chat bubble motifs.

These elements nod to both Paradox's conversational AI product and to the workshop-style event programming. These "lo-fi" elements signal that Client Board is about active participation and personal connection—a place to do and create together, not just sit and listen. This visual language scaled from overarching event branding down to special, personalized experiences for attendees.
A stack of printed "The Client Board" event programs, the cover showing an attendee at a workshop.
Magazine page with photo of palm trees and people, and text about a client advisory board community.
Smartphone on brown couch showing testimonial from Tracy Aguilar, VP of Talent Acquisition at Burlington.
Welcome sign for Paradox Client Board attendees on a blue tablecloth at outdoor venue.
Beige tote bags with LOVE text and black and white hoodies hanging on a wood wall rack.
Paradox Client Board branded items including notebook, water bottle, stickers, and pins on a white surface.
Two vertical banners on wooden stand with motivational texts outdoors near a building.
Two wooden deck chairs on artificial grass, one says PARADOX, the other says LOVE outdoors.
Outdoor fabric banner on wooden frame with motivational text: Be better tomorrow than we are today.
Open book showing two pages about The Client Board vision with photos of people speaking and brainstorming.
Open book showing text about 'The vision' and 'advisory board' with photos of speakers and audience.
Open book with text about a community vision and advisory board, featuring photos of people speaking and engaging.
Open book showing text about The Client Board's vision with photos of people speaking and collaborating.
Open book spread showing text about The Client Board vision with images of people speaking and interacting.
An open program spread headed "The Conversation Commons." with a diamond-tiled photo collage.
An open program spread headed "The Product Workshops." showing Conversational ATS and Career Site screens.
An open program spread headed "The Advisory Groups." with a photo of attendees talking and a QR code.
An open program spread headed "Paradox guiding values", listing six values with small photographs.An open program spread headed "Paradox guiding values", listing six values with small photographs.
An open program spread headed "Paradox guiding values", listing six values with small photographs.
As Art Director, I led the visual concept for Client Board across all graphic, environmental, and digital design. I planned and executed the microsite and primary event collateral, and briefed on-site photographers with shot lists and stylistic guidelines.
‍
Once I established the event’s design direction, it became a north star for presentation and production designers to build out additional materials. With this, I mentored junior designers and guided them to execute the vision. I also oversaw final print production, including managing 40+ print assets per event and reviewing proofs with our printer and exhibit partners.
Man in blue blazer and jeans speaking on stage during a Clipboard Day 2 event.
Person writing notes on a small paper pad with a black marker on a white table.
Three people seated in chairs smiling during a panel discussion with a table holding cups and flowers.
Smiling woman in glasses and black shirt holding a drink talks with two other women outdoors.
Tall palm trees with green fronds against mountain backdrop in warm late afternoon light.
Smiling man with glasses and beard among people at Paradox Client Board meeting Nov 3-4, 2025.
Man in white shirt reading a book, next to event FAQ about no virtual attendance option provided.
Woman writing on whiteboard with a blue marker, and man discussing with peers at a table.
Bright pink flowers with blurred green background and text about securing travel plans for Nov. 3-4 event.
Text about product info, AI, local Arizona fare, wine tasting, and live music under stars in Scottsdale.
Smiling woman at an RSVP form for an upcoming session with fields for name, email, phone, company, and job title.
Grid of 12 alumni portraits with company logos highlighting various case studies on a client board.
Paradox CEO Adam Godson delivering the opening keynote at Client Board event on Nov. 3, 12:30 PM.
Smiling woman with sunglasses on her head stands against a wall with swirling iron decoration.
Two tall palm trees under clear blue sky with green leaves and branches around.

The microsite showcases the event’s value quickly and clearly, addressing user needs and helping attendees navigate three days of content with ease. Colorful on-site photography sells the vibe and garners excitement. Detailed pre-, in-, and post-conference information on the microsite allowed event staff to focus on hosting instead of answering logistical questions.

The microsite animations and illustrations do more than add visual interest—they reflect the event’s mission, making the site feel interactive and welcoming. Every element, from the micro-interactions to the navigation flow, was designed to mirror the energy and vibrancy of the event while creating a seamless and enjoyable user experience.

Portrait of man with quote on empathy and connection at Paradox Client Board and Zillow logo below.
Paradox Client Board schedule showing lunch at 11:30 AM and workshop on Conversation Club at 12:30 PM.
Palm trees and desert resort entrance with text announcing client board event Nov. 3-4, 2025 RSVP button.
Smiling man wearing glasses at a social gathering with text about a Nov. 3-4 2025 event.
Website footer with invitation text, RSVP button, social icons, and images of people and outdoor scenes.
Smiling man wearing glasses at a social gathering with text about a Nov. 3-4 2025 event.
Headshots of Paradox leadership: Adam Godson CEO, Ross Grainger CFO, Jessica Rush CTO, John Dalzell CCO.
Woman in blue blazer holding phone and handbag, standing outside near plants and building entrance.
Woman in light blue blazer holding phone and handbag, standing near plants outside a building.
Page header with palm trees and text about the Client Board event focusing on people and the future.
Woman presenting jobs list on whiteboard to four colleagues around table with laptops and sticky notes.
Paradox Client Board event dates in Scottsdale, AZ: Mar 31-Apr 1 2025, Nov 3-4 2025, Apr 20-21 2026, with RSVP button.
Hand holding phone showing Paradox hiring app with ethical assessments and Indeed apply features.
People near large blue letters spelling PARADOX by a stone planter and pool outside a stucco building.
People near a building entrance with large letters spelling PARADOX by a reflective pool.
Sign on grass by stairs reading 'Visit the Prototype Bar' with plants in the background.
White sign on stand with text 'Find your chair Seating Chart' outside on a patio.
White sign on stand reading 'Enjoy the Snack Bar' with plants in the background.
White board with turquoise logo and black text reading 'Paradox Client Board' outdoors with blurred people.
Cup of latte with heart-shaped foam art on black and white patterned table.
Smartphone on a white chair showing a website about wine tasting with Clementine Carter.
Person holding a Hiring Automation Checklist showing steps and automation status for hiring profiles.
Laptop on wooden table showing a webpage titled 'About The Client Board' with palm trees background.
Smiling woman wearing a name tag talks to a person in a blue dress at an outdoor booth.
Teal umbrella with circular patterns near a white wall labeled Conversation Club with sticky notes.
Smiling woman with name tag talks to a person in a blue dress at a booth with water bottles.
Hand holding phone displaying Paradox app with hiring experience and ethical assessment features.
Smiling woman in yellow with braids and bucket hat posing outdoors with a web page overlay of Lemon & Leaf drinks.
Woman in gray top and black pants giving a presentation on stage with digital screen behind her.

I collaborated with product marketing to create educational experiences that aligned with Paradox’s go-to-market strategy. This included digital environments to experience and test features, exhibit graphics to showcase tech stacks and business impact, interactive worksheets, and post-event newsletters to drive home product knowledge shared at the event. While these materials cannot be shown publicly, the design work focused on showing how Paradox’s conversational AI solves for friction in recruiting to drive increased product adoption.

Smiling people enthusiastically raise hands for a group high-five in a lively indoor setting.
Table setting with a white napkin, fork, knife, and a name card reading Aaron Matos, Paradox logo.
Palm trees and greenery with a mountain in the background under a clear blue sky.
White Paradox Client Board notebook, open brochure with quote, and branded pen on a wooden table.
Man in gray blazer and black shirt speaking on stage in front of a large blue circular backdrop.
Sign listing Paradox Solutions with conversational apply, scheduling, and ATS services.
Outdoor welcome table with blue cover and property map sign for Royal Palms at event venue.
Open gold-colored tin candle with white wax and a lid labeled The Orange Grove 4 oz.
Table setting with a white napkin, fork, knife, and a name card reading Aaron Matos, Paradox logo.
Palm trees and greenery with a mountain in the background under a clear blue sky.
White Paradox Client Board notebook, open brochure with quote, and branded pen on a wooden table.
Man in gray blazer and black shirt speaking on stage in front of a large blue circular backdrop.
Sign listing Paradox Solutions with conversational apply, scheduling, and ATS services.
Outdoor welcome table with blue cover and property map sign for Royal Palms at event venue.
Open gold-colored tin candle with white wax and a lid labeled The Orange Grove 4 oz.
Five embroidered patches including a circle with text, a crescent, a car, a jersey, and a desert scene.
Two Lemon & Leaf cans: Strawberry & Rooibos Chai and Coconut Lime & Thai Tea with fruit.
Sign-up sheets titled 'Advisory Group Title / Topic' with name and company fields for multiple entries.
Outdoor scene with green grass, rocks, banners on poles, and a mountain and palm tree under blue sky.
Table number 2 card in a wooden holder with green leaves overhead and a glass vase on the side.
Smiling man in dark jacket talks with a man in a light patterned shirt at an outdoor event.
Paradox Client Board notebook, pen, patches, magazine, and blue thumbs-up cutout on a white surface.
Smiling man in black LOVE shirt with name tag holding a glass of water with lemon.
Five embroidered patches including a circle with text, a crescent, a car, a jersey, and a desert scene.
Two Lemon & Leaf cans: Strawberry & Rooibos Chai and Coconut Lime & Thai Tea with fruit.
Sign-up sheets titled 'Advisory Group Title / Topic' with name and company fields for multiple entries.
Outdoor scene with green grass, rocks, banners on poles, and a mountain and palm tree under blue sky.
Table number 2 card in a wooden holder with green leaves overhead and a glass vase on the side.
Smiling man in dark jacket talks with a man in a light patterned shirt at an outdoor event.
Paradox Client Board notebook, pen, patches, magazine, and blue thumbs-up cutout on a white surface.
Smiling man in black LOVE shirt with name tag holding a glass of water with lemon.

The event branding was strategically differentiated from the parent Paradox brand with its sketch-like elements and extended color palette, yet it remained a clear extension of the core identity with roots in minimalism, sophistication, and conversational collaboration. This branding carried through 7+ Client Board events in Scottsdale, all of which are represented here.

The team delivered a true end-to-end experience, touching every phase of the event with highly personalized and customized materials. While only a curated selection of public-facing materials are shown (there’s magic in the mystery!), the result was a powerful brand experience that signaled a deep investment in each guest and built lasting, positive associations.

Impact

Maddie Moe was a strategic partner in the execution of our Client Board event. Her work on the event’s visual identity has been truly invaluable and helped define the experience. Maddie Moe is the kind of partner that event marketers dream of: she’s a joy to work with and delivers real value by translating vision into execution that feels on-brand, elevated, and unforgettable.
Jourdan Snyder, Marketing Events Manager at Paradox
Jourdan Snyder,
Marketing Events Manager at Paradox
Maddie Moe consistently goes above and beyond and brings an elevated touch to everything she does. She has such a great eye for design and a natural ability to keep things on-brand while still making them feel fresh and engaging. Maddie Moe knows how to connect with an audience and tell a story through her work, which is something really special.
Alli Mitchell, Sr. Event Marketing Specialist at Paradox
Alli Mitchell,
Sr. Event Marketing Specialist at Paradox
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A 37.7% WAU/MAU site ratio
The high ratio of weekly to monthly active users (WAU/MAU) demonstrates strong site stickiness and a compelling experience.
Building B2B SaaS brand affinity
I led creative direction for Paradox’s largest client event to build community, create advocates, and influence key sales opportunities.
Crafting a 5-star experience
Driven by our immersive design, 87% of surveyed attendees rated their experience at Client Board as a 5 out of 5 or ‘excellent.’
Creating a visual foundation
I directed the identity for seven Client Board conferences, setting the design standard that continues to inform the event.
A 27% increase in user engagement
User engagement rates skyrocketed after replacing a single event landing page with a full event microsite.
Serving influential, enterprise companies
Our team catered to high-profile attendees like Pfizer, Dell, Chipotle, General Motors, Marriott, 7-Eleven, McKesson, and Johnson Controls.
Praise from attendees
“The Paradox Client Board felt very different because it’s so customer driven. A lot of the customers talk about the excitement and the passion they have about the roadmap, the innovation, and the successes they’ve had.”
General Manager of Talent Products, Enterprise Software
“Client Board is absolutely one of a kind. I've been to several conferences and this is the furthest from a conference you could get. It's very intimate.”
Director of Talent Acquisition, Franchise Operations
“This Client Board is unlike other events. The focus is really on solving problems together. It's collaborative, and we get to influence the way this technology progresses.”
Sr. VP of Human Resources, Hospitality
“Client Board really speaks to Paradox’s intention, to foster good conversations. I’ve had so many great conversations here. I just can’t wait to go and have more. I want to dive deeper, 
I want to learn more.”
Sr. Consultant for Talent Acquisition Programs, Telecommunications
“At Client Board, we have the ability 
to feel and understand the vision, 
but also to be in a room with leading organizations. It's been game-changing, I've learned so much.”
Global Talent Acquisition Operations Manager, Industrials
“Client Board is one of the things I look most forward to in terms of engaging, learning, and having an opportunity to interact with some of the industry’s most knowledgeable people.”
VP of Talent Management, Healthcare
“I don’t see Paradox as a product or technology vendor. They’re really just a partner. We go to Paradox because we just feel like they get it.”
VP of Talent Acquisition, Foodservice and Facilities
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Credits
Program Directors

Joshua Secrest & Morgan Brunner
Event Manager

Jourdan Snyder
Event Mktg. Team

Alli Mitchell & Megan Beigh
Content Director

Erik Schmidt
Product Mktg. Director
Daryl Carr
Web Development

BRIX Agency
Photo & Video

Cultivator Content Labs & Po Outlaw
Presentation Designer

Grant Taylor
Jr. Production Designer

Jack Dimond
Credits
Program Directors

Joshua Secrest & Morgan Brunner
Event Manager

Jourdan Snyder
Event Mktg. Team

Alli Mitchell & Megan Beigh
Content Director

Erik Schmidt
Product Mktg. Director
Daryl Carr
Web Development

BRIX Agency
Photo & Video

Cultivator Content Labs & Po Outlaw
Presentation Designer

Grant Taylor
Jr. Production Designer

Jack Dimond
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White sign on stand that reads 'Find Your Chair Seating Chart' with Paradox Client Board logo below.
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Transforming educational marketing content for deeper client engagement t
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