Built For You began as a webinar series where Intercom leaders shared perspectives on the future of AI in customer service. As change accelerated in 2025, the team expanded it into a live event to offer clarity and direction for the industry. Intercom’s creative approach evolved from a single visual cue in the original films: speakers lit by a lone spotlight in a dark room. Building on this, we developed a design system inspired by stage lighting—using silhouettes, obscured forms, and controlled illumination—and extended it across digital, merchandising, and environmental graphics for the London event.