What I learned about bold moves, brilliant branding, and the power of reinvention. 

We Were Ready to Wow 

We had spent months preparing to pitch the Jamaican Tourism Board (JTB)—a high-stakes opportunity with a global PR firm. The pitch was set for a ballroom in Kingston’s Pegasus Hotel, and we were going big. Instead of the usual tourism tropes, we built our entire presentation around something more meaningful: the people of Jamaica. 

The visuals were vibrant and diverse. The message was real.

 

And to deliver it, we designed an unforgettable format—three massive 10’x10’ rear-projection screens spanning the width of the room. Every frame choreographed. Every second polished. This wasn’t a pitch deck. It was an experience. 

Then Everything Went Wrong 

When we finally got access to the room—less than an hour before our presentation—we realized nothing was as we’d been promised. The layout was completely different. Instead of open space, a huge semicircle of tightly arranged tables covered with black tablecloths filled the room. Personal items from the JTB board members, evidence of that day’s previous pitches, were left in place: laptops, notes, coffee cups, water bottles. 

There was no way we could fit our screens.

 Our entire setup—and months of planning—suddenly seemed useless. 

That’s When Greatness Stepped In 

Gail Moaney, the PR lead I was partnering with, didn’t blink. She saw the problem and immediately took charge. 

“We’re dismantling the room,” she said. 

Wait—what? Disassemble a formal government and resort industry setup? Touch personal belongings?

 

It felt unthinkable. But Gail knew what was at stake, and she wasn’t here to play it safe. 

She assigned roles. My team carefully logged and removed each item—ensuring every board member’s setup could be recreated exactly. We unpinned table cloths, broke down tables, cleared the space, and hauled in our 30-foot projection wall. All in less than 45 minutes. 

Then, we rebuilt. But not to the original spec—we reinvented the room. Cleaner. Sharper. Symmetrical. Intentional. We reset each personal item, neatly and symmetrically placing them on the tables. We adjusted the lighting. We reset the energy. 

When the Doors Opened… 

It felt like magic. The room was transformed. Board members walked in expecting more of the same—and instead, entered a completely new experience that was nothing like the previous pitches. You could see the surprise on their faces. 

And when the presentation began—flowing seamlessly across 30 feet of cinematic storytelling—it landed exactly the way we’d hoped. Poised. Powerful. Unforgettable. 

We Didn’t Just Win the Pitch—We Won the Room 

By the time we finished, I felt great. The response was overwhelming.

 We won the account. And I left with a lesson I’d never forget. 

Branding lessons that still drive us at FORTH 

1. You’re Not Stuck—Influence the Outcome 

The room may not be what you expected—but that doesn’t mean you can’t change it. Great brands do just that: they change the environment around them. 

2. Create an Experience 

We didn’t just give a presentation—we transformed the entire space. That surprise created emotional connection, making the message even more impactful. 

3. Be Bold—Even with Power in the Room 

Don’t let titles or tradition intimidate you. Vision beats deference when the stakes are high. 

4. Stand Apart 

We were the only pitch team to that did something truly different. While others blended in, we redefined the context. And that made all the difference. 

At FORTH, We Build Brands That Change the Room 

We don’t believe in "good enough." Whether it's a pitch, a brand, or a go-to-market strategy—we create brand experiences that feel like reinvention. That challenge expectations. That get remembered. 

If you're looking for a branding partner who will help you win not just the business, but the hearts and minds in the room—we’d love to talk. 

Let’s build something unforgettable.