In 2022 the award-winning Masters of Scale podcast, produced by WaitWhat, held its inaugural Masters of Scale Summit on San Francisco’s Presidio campus. For the event design, we were charged to visualize the upward, transformative energy of this one-of-a-kind business conference for global entrepreneurs and investors, with cutting-edge speakers and performances — and to play that energy out in many formats, media, and scales, from attendee badges to building-size supergraphics. The event design celebrates the conference's three core values: Innovation, Acceleration, and Co-Elevation. We created a library of symbology using tritone bands to represent these three core values in everything we created. Touchpoints include large environmental graphics for the Presidio Theater and events across the Presidio campus; a printed program guide; a custom welcome bag with 80 different unique design variations; signage and wayfinding; printed matter for lunches, dinners, and parties; as well as stage design, onstage animations, a website and an app for attendees, and multiple digital marketing assets. We received explicit positive feedback from the attendees regarding the design, and heard multiple times this event didn’t look like any other business conference they’d ever attended.