American Express GBT: Global Leadership Summit 2026

How do you help 1,000 senior leaders navigate a future where the challenge is no longer access to information, but knowing which signals matter? Created as a self-initiated concept for American Express Global Business Travel, The Next Frontier explores how a single strategic idea can shape every stage of a leadership experience, from business challenge and audience insight through to narrative, experience architecture and delivery. Rather than designing an event first, I developed a connected experience system built around one organising idea. Strategy, branding, narrative, spatial design, digital touchpoints and audience interactions were intentionally designed to reinforce the same story, ensuring every element contributed to one coherent leadership journey. The project demonstrates how experience strategy can transform a complex business challenge into a scalable, end-to-end experience, showing how storytelling, systems thinking and design can help leaders navigate emerging technologies with greater clarity and confidence.