Using a Theme to Bring an Event to Life: Insights from David Twyman

1. “A theme is more than a look; it’s the story you’re telling.”

For David, a theme is not just about bold graphics or clever slogans. It’s the backbone of every decision: content, staging, entertainment, even audience interaction.

“At FCM Meetings & Events, every idea has to connect back to the event strategy,” David explains. “That strategy is the story we’re telling. Whether it’s through design, styling, or entertainment, every choice comes back to that creative thread.”

Without this alignment, an event risks feeling fragmented. But when theme and strategy work together, the result is a consistent, powerful story that resonates with audiences.

2. “Bold ideas only work if they’re grounded in reality.”

David’s time as an event producer gives him a practical lens on creativity. “I know how things work from an event perspective,” he says. “Ideas can be daring and ambitious, but they must still be achievable within the budget and usable in the space.”

It’s a reminder that creativity thrives under constraints. The challenge is not to dream smaller, but to innovate within real-world limits - turning restrictions into opportunities for smarter, sharper design.

"In the collaborative process between Creative Services and the Production teams we have mastered the art of developing events that exceed expectations while understanding we need to work within those limits" he said.

3. “Bravery is contagious. When you go bold, audiences respond.”

One of David’s favourite examples is Flight Centre Travel Group’s Global Gathering in Lisbon, themed Brave. The concept wasn’t just a word; it was a lens for every decision.

“We used bold, bright design choices. We flipped the main content screen on its side, making it a 11m tall by 6m wide, which challenged conference content display screen norms, and supported a social media storyline in the content, reflecting the use of mobile devices that we have in our hands every day" 

We created a theme of a white party for the Flight Fest event, where everyone dressed accordingly and we unified everyone with a bespoke, designed wearable scarf. This transformed Flight Fest into an overlay of an event, not just a location. Every element was daring, energising, and brave.”

The result? Attendees didn’t just watch the event, they felt part of something bigger, and the experience left a strong collective memory.

4. “Global audiences demand cultural intelligence.”

Themes only come to life if they feel relevant to the people in the room. For global events, that means research and cultural sensitivity.

“When we design outside of Australia, we consider language, musical styles, cultural references, so the event doesn’t just feel like an ‘Australian experience in another country,’” David says.

That inclusivity builds a sense of belonging. Every guest feels part of a community, not just a spectator. “It’s about making sure everyone is represented. That’s how you create global experiences.”