Siemens Energy

Whybrand × Siemens Energy [2026]
Creative Direction Conception of Annual Shareholder’s Meeting 2026
The Annual General Meeting is the highest-stakes governance event in a listed company’s calendar — equal parts legal obligation, investor platform, and reputational moment for leadership and brand. For Siemens Energy’s 2026 AGM, the brief went further than communication design: it called for the conception and direction of an entire live experience. The first in-person AGM since the company’s formation in 2020, this was a founding moment in its own right — one that demanded stage, presentation, lighting, camera, and brand to operate as a single, coherent dramaturgy rather than a sequence of separate parts.

Motion and animation principles were developed as a distinct layer of the event design — with a stage format of 50 by 7,5 metres making real-scale testing impossible. Early decisions were made deliberately, and files structured systematically, to ensure that any last-minute adjustments remained contained and did not unravel the whole.
For the centrepiece of the event, the CEO address, the stage was divided into three distinct zones: a main screen carrying the core content, a picture-in-picture section providing close-up views for audiences across the hall, and a narrative frame functioning as a scenic backdrop — giving the stage depth and context beyond the presentation itself.

The backdrop served as a narrative frame for the social relevance of energy — not scenery, but a continuous visual argument running alongside the entire address. Opening with daylight and shifting gradually into night, it tracked the rhythm of the speech rather than illustrating it. The sequence began and closed with film — scenes of everyday collective life, quietly anchoring the technical and corporate content of the event in the world it ultimately exists to serve.
Beyond the stage, the design brief extended to the full spatial experience of the event — beginning at the entrance to the grounds, where flags and signage established the visual language before visitors reached the building. Inside, the system extended across wayfinding columns, large-format wall installations, screens, displays, information material, and visitor cards — formats with almost nothing in common in terms of scale and context. Holding a single visual experience across that range of formats, distances, and moments of encounter was the organisational challenge as much as the creative one.

Info

︎Info

︎Contact

︎Imprint

Siemens Energy

Index Next︎