Avalon Industry Playbook

Making a complex capability landscape feel immediate at a live event.

iPad Pro mock-up showing the Avalon Industry Playbook opening screen on a concrete surface.

Project story

At an event drawing more than 200,000 attendances, the playbook turned 55 content destinations into a clear, touch-first journey through Deloitte’s Defence capabilities.

As creative lead, I set direction with content and strategy colleagues and led the design team, while staying hands-on across architecture and interaction design.

Angled iPad Pro mock-up showing the playbook theme-selection interface.

A four-step spine

Six service areas led into 17 capability overviews and 30 supporting case studies and videos. We organised them around four decisions: proposition, theme, capability and detail, giving each screen one clear job.

Early monochrome experience architecture showing the landing, theme selection, overview and capability-detail steps.
Three early interface concepts progressing from the Industry Playbook radar into theme selection and overview.

Giving the interface a pulse

The radar became the visual and interaction language. Its sweep, glow and directional wedge created orientation, while a restrained type, colour and component system kept the denser pages coherent.

Avalon style guide showing the opening proposition and typography hierarchy.
Avalon style guide showing solid colours, gradients, button states and corner-radius rules.

Building for repeat use

The visual language became reusable components and a content model designed for repeat use. Relume and Webflow helped us test structures quickly and carry the chosen direction into the finished experience.

Avalon component system showing navigation, buttons, cards, quotes, pagination and the radar interaction.

Testing under a hand

I ran complete journeys on an iPad and a larger touch display, using each scale to expose where density, touch targets and transitions needed to change.

Hands-on iPad testing of the Avalon theme-selection interface.
Touch testing of the Avalon theme-selection interface on a larger portable display.

From screen to stand

The same radar language moved into the physical stand, tying screen and environment together. On the large angled touchscreen, the playbook felt built into the activation rather than added to it.

The animated Avalon Industry Playbook opening screen running on the large angled touchscreen within the Deloitte activation.
Wider view of the working touchscreen and surrounding Deloitte activation during event setup.

The finished playbook turned a dense capability catalogue into a working, navigable part of Deloitte’s Airshow 2025 activation at Avalon.