Event design system and experience creation for Explore, a new event brand for a new company focus.

Contributions:
Design Asset Kit Creation, Art Direction, Event and Expo Graphics, Wayfinding, Out-of-home Advertising, Motion Graphic Direction, Strategy

VMware was making a move in their corporate focus. To boldly emphasize their commitment to that change, we set out to evolve the experience and ecosystem of their flagship event, VMworld, and shift brand perception from VMware as a “virtualization vendor” to a “multi-cloud SaaS leader. We based our work in user research and qualitative testing.

The VMware Explore brand system invites attendees to chart their course in the multi-cloud universe. The design system was full of vibrant color, surprising elements and delightful metaphors. Fresh, new faces represent the perspectives of VMware’s rich community of customers, partners, experts and innovators. Bold, colorful landscapes contain surprises—Kubernetes sunrises, butterfly apps and rainbows of choice. Reflections of these unexpected worlds in lenses are metaphors for the limitless possibilities in the multi-cloud universe.