Expand Your Possibilities
Red Hat Summit 2019 | Boston
Summit 2019 was positioned to attendees as the place that would connect their inspiration to action, to add to their tool belt, to build toward what they want from the infrastructure up, and build up their expectations of possibilities to come. They key art elements were based on expressive type that echos the outward expansion of a solid foundation, while showing the parts that are left for them to fill in. This was also my first major event as an Art Director and holds a special place in my heart.
One of the most exciting elements of Summit 2019 was the large "EXPAND" letters that were brought to life from their digital state to 3D. The letters were placed at the main entrance of the expo floor and were a powerful reinforcement of the theme.
The "Red Hat Innovation Awards" tunnel was an immersive addition to the expo floor. Both print + digital media described what the award was and rotated through all of the nominees during the entire event.
I selected various industry photos to represent various Red Hat customers. The goal was to ensure customers were accurately represented while paired with theme elements in order to create a dramatic flow from the expo floor to the keynote main stage.
Keynotes as well as the main stage design are always big exercises that extends the theme.
Stakeholders wanted to ensure that the Red Hat brand was making a bold statement during a year where the Red Hat logo and brand statement were updated. We wanted to remind the attendees that we were still the same trusted, open, and of course, red Red Hat.
Creative credits/contributors:
Associate Creative Director: Joseph Schlosser, Art Director: Stephanie Whedbee, Copywriter: Matt Morain, Designers: Ruben Moreno, Boo Boo Howse, Project Management: Ashley Lowe, Animation: Eric Kramer, Agencies: ITA and GES