ServiceTitan Pantheon
Driving business revenue through experiential design.
Pantheon, hosted by ServiceTitan, is one of the largest events in the trades industry, bringing together contractors, investors, and customers. The event celebrates a community of tradespeople while showcasing new products, offering educational sessions, and attracting prospects.
We designed the visual system that connected high-tech SaaS and the boots-on-the-ground reality of the trades. Flexible design frameworks helped scale our work across 100+ physical and digital touchpoints, ensuring a cohesive brand narrative for 6,600+ attendees while maintaining the agility needed for rapid-response marketing.
Time
2023 - present
Role
Senior Visual Designer
Tools
Figma, Adobe Creative Suite
2025
Pantheon: The Heroes Journey
Pantheon by the Numbers
5,048 registrants, 4,646 total attendees, $8.8M in sponsorships and ticket sales, 2,395 total customers, 180 prospective customers, 1,262 partners & exhibitor staff, 628 employees, 86 media/board members/investors, 6 keynotes, 75+ breakout sessions
Outcome
4,646 total attendees and $8.8M in sponsorships and ticket sales.
Reconciling Emotional Deficit
ServiceTitan is the undisputed leader in trades SaaS, but our brand was facing a "utility trap." We were winning on features but losing on "heart." For Pantheon 2025—the industry's premier event—our goal was to evolve the brand from a technical tool to an aspirational partner.
Our Goal
Humanize our $27M identity for 6,600+ attendees.
Booth Strategy: Product Stories to Hero Journeys
I owned the Pantheon booth experience for 9 business segments that pivoted the brand away from technical roadmaps and toward aspirational storytelling. We stopped selling software and started celebrating our customers and the legacy of the trades.
The event factored in large-scalabilty and the need for systemic flexibility. A modular framework and workflows were developed that maintained brand integrity across 100+ physical and digital touchpoints.
ServiceTitan's 'Ruler Archetype' leveraged a high-contrast, minimalist visual language to establish authority and order in a high-stimulus convention environment.
Designing for:
9 business segments and 100+ physical and digital touchpoints
Customer-Centric Narrative
We inverted the visual hierarchy to prioritize "larger-than-life" photography of real customers and on-site jobs. Our goal was to create an immediate emotional bridge between the SaaS and the "Boots on the Ground" reality.
Impact
Reduced navigational friction, optimized attendee flow, and increased attendance at key product breakout sessions.
The Pantheon Brand Identity as a Lead-Generation Engine
By strategically placing high-impact visuals and optimizing booth layouts, we facilitated a massive top-of-funnel data collection effort. The strategy for the engagement data collected at the event provided Product and Marketing teams with critical insights to refine the 2025 roadmap and target high-value business segments.
Impact
Critical insights to help refine upcoming 2025 product, sales, and marketing roadmaps.
Visual Information Architecture
In a noise-heavy space, I implemented a "low-friction" educational framework. My tactics included grid-based layouts and strict color ratios to ensure high visual accessibilty. As a result of removing design clutter, technical content took lead - hooking prospects instantly.
Impact
Immediate user conversion.
Environmental UX & Strategic Wayfinding
Navigating a massive physical space requires strategy and logic, not just aesthetics. We developed a comprehensive wayfinding system that transformed complex hotel layouts into intuitive "Brand Journeys." This reduced navigational friction and optimized attendee flow that increased attendance at key product breakout sessions.
Impact
Reduced navigational friction, optimized attendee flow, and increased attendance at key product breakout sessions.
Pantheon 2025 resulted in $8.8M in sponsorships and ticket sales. I successfully unified the booth experience for 4,646 contractors, investors, and partners which contributed to success for ServiceTitan's numerous business segments, especially Commercial Service & Construction. Year-after-year we aspire to continuously strive for bigger and better Pantheon experiences.
2024
Pantheon:
Leading the Charge
Pantheon by the Numbers
4,000 registrants, 3,694 total attendees, $4.6M in sponsorships and ticket sales, 2,473 total customers, 143 prospective customers, 470 partners & exhibitor staff, 477 employees, 24 media/board members/investors, 6 keynotes, 75+ breakout sessions
Outcome
3,694 total attendees and $4.6M in sponsorships and ticket sales.
2023
Pantheon:
Journey to the Top
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Pantheon by the Numbers
3,200 registrants, 2,900 total attendees, $1.5M in sponsorships and ticket sales, 2,100 customers, 100 prospects, 200 partners, 400 employees, 100 media, investors, other, 6 keynotes, 75+ breakout sessions
Outcome
2,900 total attendees and $1.5M in sponsorships and ticket sales.
Get in touch
hi.angelamaximo@gmail.com
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🐚 Made with love by © Angela Maximo
📍 Pacifica, CA