When Philip Morris International merged with Swedish Match, three powerhouse brands, ZYN, IQOS, and Longhorn,  needed to come together under one roof, one culture and one mission: to bring traditional smokers into a smoke-free future. Our challenge: design an unforgettable National Sales Meeting that celebrated their individuality while inspiring alignment across 800 employees.
 

Held at Luke Combs’ Nashville honky tonk, Category 10, we transformed the multi-level venue into a fully branded experience, creating a cohesive PMI master brand identity that tied together three distinct brand worlds.
 

Each space brought its brand’s spirit to life:

• Longhorn invited guests into a rugged, outdoor-inspired environment with custom leather keychains crafted on-site; a nod to its roots and loyal community.

• IQOS embraced sleek sophistication with premium design, looping brand films, and a custom hat press station, reinforcing its innovation message that it “heats, not burns.”

• ZYN took over the rooftop stage for a night of interactive live music and custom bandanas, a playful tribute to the ZYN Presents concert series.
   

Throughout the venue, unified “One Team, One Mission” branding tied everything together, including a prize-driven scavenger hunt featuring wall art takeovers and hidden branded bar bottles. We also reimagined Luke Combs’ iconic hat wall into a custom map installation, where guests could pin branded hats representing their region and team pride.
 

The evening culminated in an awards ceremony and a live local concert, celebrating not just sales success, but a new shared identity.