Case Study · Red Hat
The Executive Exchange is Red Hat Summit's elite tier, where 150+ executives receive fully personalized agendas, hotel details, and session information. I rebuilt the delivery system from scratch, replacing years of duplicated templates with one scalable WordPress architecture.
The Problem
Every year, Red Hat's executive clients attending their Summit and Executive Exchange received personalized agendas and event information. The format: a PDF. The process: manually customized, hard to update, and impossible to scale.
When the team wanted to move to the web for easy access, real-time changes, and a better executive experience — the existing approach was to duplicate a template 50 times and manually customize each one. We'd been doing it that way for three years.
The real question wasn't "can we put this on the web?" It was "can we build something that scales without the manual overhead growing with it?"
Before
After
The Scale
The numbers tell the story. By building a data-driven template instead of duplicating pages, I was able to serve significantly more executives with significantly less manual effort.
1
template that powers all executive experiences
300+
total microsites (pre + post event, per executive)
3×
more executives reached vs. the previous approach
What I Did
I owned the design and build end-to-end, from the microsite template through to the full WordPress implementation.
The technical approach used Loop Grids and Custom Post Types to pull executive-specific data directly from Red Hat's Laravel system into a single template. One codebase. One design. 150+ personalized experiences.
This project expanded my technical range significantly, working with WordPress as a true CMS with custom data modeling rather than a page builder. That shift in thinking now informs how I approach scalable design systems.
Custom Post Types (CPT UI)
Built custom content types to house executive-specific data — agendas, hotel info, session details — all structured for the template to pull from.
Loop Grids + ACF
Used Advanced Custom Fields and Loop Grids in Elementor to dynamically populate each microsite with the right content for each executive.
Laravel Data Integration
Connected the template to Red Hat's existing Laravel system so executive data flows directly in — no manual copy-paste between systems.
Template design
Designed the microsite template in Elementor/WordPress, fully on-brand with Red Hat's visual system — clean, executive-appropriate, easy to update.
The Work
Each executive lands on a microsite that feels made just for them: their name, their agenda, their hotel, and their sessions. The design is consistent and on-brand while the content is entirely bespoke.
Invitation screen — Executive Exchange
Event map showing the scale of the experience
The Outcome
"This is what it looks like when design and systems-thinking work together."
Beyond the scale, this project gave me a new mental model for design systems. When you build for data, not for pages, the template becomes the product — not the individual sites. That's a shift in thinking that now informs everything I build.