From Here, Anywhere
Red Hat Summit 2020 | Global
Red Hat Summit 2020 included print, social, swag, animation, and a quick pivot to a digital platform. This year's theme development highlighted the many different paths our attendee's take on their own and how Summit is the place where various paths overlap to create a stronger community. This year's theme elements were bright, bold pathways that were both playful and purposeful.
Originally, Red Hat Summit was intended to be a physical event in San Francisco, CA, but due to the Covid-19 pandemic hitting the US in March, the April event quickly pivoted to a virtual event. This means new vendors to collaborate with, new ways to use the theme, and lots of late nights meeting tight deadlines.
Social media was a huge focus for Summit 2020. Our strategy was to incorporate lots of user photos as well as animation to draw in attendees based on social data.
Due to the 2020 Covid-19 pandemic, Red Hat Summit quickly switched from an in person even to one of the first virtual events in the tech industry. We had a little over 2 months to work with an agency to make the experience 100% digital.
Our team worked closely with the Red Hat #CodeIsOpen team to create a photo filter activity for attendees. They uploaded or took a photo to share on their social platforms to let their followers know they worked (or love) open source technology.
Creative Team:
Associate Creative Director: Joseph Schlosser, Art Director: Stephanie Whedbee, Copywriter: Jen Hasty, Designers: Ruben Moreno, Clara May, Boo Boo Howse, Project Management: Ashley Lowe, Animation: Jingky Gilbert, Platform Agency: Rain Focus
Organizing and creating strategy from the output of theme development team is always the next crucial step in the process. Guidelines, as well as a kit of parts and a full messaging guide, were created as tools for extended teams as well as freelancers and agencies. After trainings, these tools are used by the extended teams to create assets that are sent out of house.
One of my favorite components of a physical event is collaborating and providing direction for the modeled in-person spaces created by our vendors GES and ITA. Carrying theme elements while highlighting customer and speaker content is a delicate balance.
Creative credits/contributors:
Associate Creative Director: Joseph Schlosser, Art Director: Stephanie Whedbee, Copywriter: Jen Hasty and Matt Morain, Designers: Ruben Moreno, Clara May, Boo Boo Howse, Project Management: Ashley Lowe, Animation: Wes Leonard, Platform Agency: Intrado, GES, ITA group