to meet you
It's nice to meet you!
AUTOMATTIC MEETUP
DESIGN SYSTEM
IDENTITY | PRINT | DIGITAL
I’m a paragraph. Double click here or click Edit Text to add some text of your own or to change the font. Tell your visitors a bit about your services.
AUTOMATTIC MEETUP
DESIGN SYSTEM
IDENTITY | PRINT | DIGITAL
I’m a paragraph. Double click here or click Edit Text to add some text of your own or to change the font. Tell your visitors a bit about your services.
AUTOMATTIC MEETUP
DESIGN SYSTEM
IDENTITY | PRINT | DIGITAL
I’m a paragraph. Double click here or click Edit Text to add some text of your own or to change the font. Tell your visitors a bit about your services.
It's nice to meet you
to meet you
I'm a designer with a passion for brand, marketing & art direction
VISUAL DESIGN | BRAND SYSTEMS
AUTOMATTIC
Creating a visual system for team meetups across the company
Role: Creative Lead, Art Direction Team: Creative Studio
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THE REQUEST
ONE SYSTEM TO RULE THEM ALL
Meetups are Automattic’s frequent internal conferences that take place all over the world. They can range from a few people to several dozen, with focuses on anything from engineering to design to customer support teams. The Creative Studio was tasked with developing a brand system that could be used for signage, name tags, and event collateral for meetups across the company.
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THE CONSTRAINTS
EASE AND FLEXIBILITY
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This task was uniquely difficult because it needed to be flexible enough for any type of meetup, while easy for the events team to update on their own without relying on designers.
This presented the challenge of how to create something engaging and professional, but can still adapt with ease and grace.
THE SOLUTION
A FRAME + A FILTER
We realized that the key to making a reusable system that still felt personalized for every group would be some kind of photography treatment. We also wanted to reduce the layout complexity of text (without sacrificing visual interest) to minimize future user error. The resulting system combined three elements to create an endlessly versatile series of components that flexed easily within a set of established guidelines.
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1: A PHOTOGRAPH
The base of the system uses any stock image related to the meetup with a prominent subject where the background can be easily removed.
2: A PHOTOSHOP ACTION
I developed a Photoshop action for the provided image that adds a duotone effect and then is placed over 1 of 4 pre-selected colors in a palette that fits any subject matter.
3: A FRAME
They key visual element that ties the system together is a white frame with additional space at the top or bottom for text and a placeholder for the treated image.
The system is then brought to life by combining these three elements with the text specific to the team or division meetup.
THE EXECUTION
By combining a base of four colors with the three core visual elements, we were able to create a robust meetup identity that could work for any Automattic team. The treatment worked with photography, as well as stand-alone color blocks.
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The mock-ups below were for a meetup in Arizona. Swap out the cactus photos for palm trees, and a Hawaii meetup is ready to go.
