What began as a traditional user summit evolved into something much bigger: a broader customer conference designed to reflect the scale, diversity, and ambitions of the Irth community.
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As Irth expanded its portfolio, customer base, and global reach, the event needed to evolve with it. The opportunity was to move beyond a product-focused summit and create a stronger platform for customers, partners, and Irth teams to learn from one another, build relationships, and shape what comes next.
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I helped lead the repositioning of the event around that broader vision, including the transition from the Irth User Summit to Irthbound. The new identity was designed to reflect a community grounded in the real-world essential services that support daily life, while giving the event room to grow beyond its original format.
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The shift included a new name, positioning, messaging, creative direction, programming approach, and event narrative centered on three ideas: Learn. Connect. Build.
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By 2026, Irthbound had grown into a 250+ person event and a more complete user conference experience, bringing together customers and industry leaders across Irth’s expanding portfolio.