Role

Identity design | Brand strategy & development | Web design | Experience design | Illustration

Context

Following up from 2016’s theme of exploration, derived from exploring different tools and techniques to make better decisions in marketing – my team and I decided try a different take on exploration, so for 2017 we explore New York City via the subway system.

As part of the conference we launched a website, crafted a series of emails, designed some swag, and completely rebranded Tribeca Rooftop.

Process

We received some feedback from 2016 that the exploration theme was really great, and the mountaineering reference was fun, but all the metaphors were coming off a little out of reach.

The team and I explored a multitude of concepts, and it was the feedback that helped the team and I make the decision to take on a more relatable subway theme.

It definitely helps that most of the team was riding the subway to and from work so we had lots of visual references to pull from.

Website

I led the design vision and execution for the website for the conference in collaboration with the events marketing and web development team.

The concept on the single page website was that it mimics the subway experience, from entering at the ground level and going deeper under ground until you reached the platform where you’ll find your train.

And of course, we snuck in a pizza rat easter egg, why wouldn’t we!?