HashiConf 2025
Twice a year HashiCorp hosts two conferences, HashiConf and HashiDays. HashiConf is HashiCorp's proprietary conference and should feel as such. HashiDays, while still taking the same amount of effort from the events team as HashiConf, is a smaller, more regionalized event.
Both should feel like a moment in time and have the goal of connecting community together. Branding for both should feel visual distinct, yet related, while also tied into corporate branding.​
2025 Branding
In 2025 HashiCorp was in the process of becoming an IBM company. Because of this our focus was on the idea of weaving these two worlds together. We also wanted to keep branding simple with the thought in mind that things could shift as the acquisition process progressed. It is very much a "moment in time" and should feel like such. Everything is geared towards our attendee experience and knowing our audience well.
Swag
I was becoming known for designing elevated swag that our attendees avidly collect. So for this year's HashiConf, knowing that after the IBM acquisition this may be the last time HashiConf shows up in this way, the swag experience needed to be special. With this in mind I created a customizable swag experience. We brought in a vender that specializes in heat press. Attendees were able to choose between a set of icons I created that would seamlessly add a unique element to their already designed shirt and tote. We also gave our ambassadors special bomber jackets and our events staff commemorative t-shirts.
Attendee campus map
The event this year was held at Fort Mason in San Fransisco. I designed and illustrated our attendee map with the intention of providing attendees with an accessible way of knowing where they are and where they need to go.
Escape room activation
In the escape room, attendees form groups and work together to find clues around the room testing their knowledge of HashiCorp products for the chance to win swag. The design for the room exterior should feel bespoke yet related to the event branding.
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I partnered with our people team to bring to life their vision of this space and ensured all branded elements they needed were executed successfully an beautifully.
Sponsor booths
Working with our team design engineer, we crafted this years sponsor booths. The design engineer came up with the structure and I added the design. To get people more invested in visiting the sponsor booths I also created a stamp sheet. After attendees collect so many stamps they can claim an exclusive swag item.
