Role : Art Direction, Concept Designer, Illustrator, Graphic Designer
I was approached to create a brand identity and associated collateral for the Serverless Days 2019 software Conference. This was the Amsterdam edition of a series of global conferences organised by the serverless software community.
Being a preexisting brand I was asked to create a unique version of the existing Serverless Days brand, that represented the host city of Amsterdam and Dutch culture.
Being a preexisting brand I was asked to create a unique version of the existing Serverless Days brand, that represented the host city of Amsterdam and Dutch culture.
The Solution
I decided that at the core of the event was the idea of community and coming together. So I created a central mark 'X' mark, taken from the famous 'XXX' symbol of the city of Amsterdam and the reference point of windmills. I then constructed it from inward-facing arrows to represent the idea of coming together as one community. This was then applied to various promotional collateral, in various formats as a single mark, the 3 XXXs, or windmills constructed from server icons.
The palette was set on a near-black background with a rainbow of 3 bright colours that spoke of celebration and inclusivity which is so important within the software community and was utilised across the event on collateral, maps of the venues, and slide projector backgrounds.
Lastly, I created Dutch-themed versions of the brand mascots. One featured a unicorn soaring through the sky with the Dutch flag and tulips emerging from its backside, while a piece of cheese was wedged onto its horn. These elements were also incorporated into a moth design, which served as the basis for various physical SWAG items such as t-shirts, bottles, and stickers.
I decided that at the core of the event was the idea of community and coming together. So I created a central mark 'X' mark, taken from the famous 'XXX' symbol of the city of Amsterdam and the reference point of windmills. I then constructed it from inward-facing arrows to represent the idea of coming together as one community. This was then applied to various promotional collateral, in various formats as a single mark, the 3 XXXs, or windmills constructed from server icons.
The palette was set on a near-black background with a rainbow of 3 bright colours that spoke of celebration and inclusivity which is so important within the software community and was utilised across the event on collateral, maps of the venues, and slide projector backgrounds.
Lastly, I created Dutch-themed versions of the brand mascots. One featured a unicorn soaring through the sky with the Dutch flag and tulips emerging from its backside, while a piece of cheese was wedged onto its horn. These elements were also incorporated into a moth design, which served as the basis for various physical SWAG items such as t-shirts, bottles, and stickers.
