Just weeks after celebrating its first-ever (sold-out) user conference, Snowflake Summit, the #DataNation hit the road, taking Summit World Tour to five cities on three continents to connect the global community of data pioneers. Over four weeks, more than 5,000 data-driven professionals packed into keynotes and breakout sessions to discuss the business imperative to break data barriers. In some cities, keynotes were so popular that even the overflow rooms needed overflow room – talk about passion for data!
The much-anticipated global conference series required a brand that could accomplish two important things. First, the brand needed to tie back to Snowflake Summit, while at the same time setting the tour apart as its own event series. We used floods of blue and teal gradients with rich pops of Valencia orange as a nod to the Summit sister-brand, but mixed in stylized watermarks that highlighted each tour stop’s geographical location to help set it apart.
With those elements in hand, our team got to work. We began by designing and developing a microsite that featured interactive homepage designs and child pages with content tailored for each city. To complement the microsite launch, we designed a full spread of digital ads targeting social channels and Google ad networks to ramp up enthusiasm and awareness.
As the tour season prepared for kick-off, we set our sites on developing the event space branding. Each city had a unique space that required custom-designed graphics and directional signage. Part of our challenge was to bring a feeling of visual cohesion – without becoming boring and repetitive – while reinforcing a feeling of consistency and familiarity. We designed everything from window, wall, and mirror clings; pull-up banners, print and directional signage; keynote screens and powerpoint presentations; pop-up shops, registration desks, partner kiosks, and a Snowflake custom Hub exhibit – along with a series of smaller deliverables along the way. Some venues, like San Francisco, Chicago, and London we decked out in blue and gold, while others used brand colors lightly and relied on softer brand elements, like logo bugs and arrows, to create custom-cut window decals that brought the brand to life – while working with relatively minimal branding space.
It’s been amazing to watch Snowflake launch Summit and Summit World Tour with such incredible success. As we’re heads down working on Summit 2020, we can’t help but feel inspired for the future of our client and the crazy ride it’s been to grow alongside them.
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