Branding
SpringOne Event Design System (2022-2023)
SpringOne is the biggest community gathering of Spring developers, app architects, and innovators. Folks attend SpringOne from far and wide to learn the latest on topics from the Spring and Kubernetes communities. Due to economic factors, SpringOne 2022 pivoted to a virtual live-streamed event in January 2023. Although we made the switch from in-person to virtual, we were still able to create high-quality, scalable assets while keeping the brand we had originally developed. This brand extended and evolved into SpringOne at Explore in August 2023 and SpringOne Tour in October 2023.
Team Members
Mathew Barnes, Design Director | Amy Erickson, Sr. Designer | Keila Matthews, Sr. Designer | Kristine Luis, Project Manager
Process
While many elements from previous SpringOne events remain, each year we look to elevate the overall brand. There were many brainstorming sessions with the broader team to conceptualize what the brand could look like in 2022.
The goal of SpringOne 2022 was to celebrate the people and connections of this community:
1) Simplify the developer experience
2) Celebrate the people and connections of the community
3. Unlock everyone’s creative and economic potential.
The three concepts that were presented to stakeholders.
Brand Guidelines
SpringOne At Explore
The developer-focused event was integrated with the multi-cloud world of VMware Explore 2023 in Las Vegas. We utilized the recognizable colors from the SpringOne color palette combined with the vibrant undersea elements from the Modern Apps and Cloud Management landscape from Explore.
Team Members
Mathew Barnes, Design Director | Keila Matthews, Sr. Designer | Kristine Luis, Project Manager
Process
We were asked to apply the undersea themes from the Modern Apps and Cloud Management track to our overall look and feel. We focused mainly on color to present the SpringOne brand using the green and blue gradients from the Spring color palette. For the recognizable pill-shaped SpringOne logo, we included the VMware Explore wordmark to solidify brand recognition.
Lens
Each track had its own dedicated lens. The lenses contain reflections of leach track’s landscapes filled with tech-related easter eggs. I lead the lens creation for SpringOne at Explore, extracting elements from the Modern Apps landscape. Clouds and elements push outside the boundaries of the lens frame, giving a nod to boundless possibilities. Elements such as Spring kelp leaves and Kubernetes wheel provide a nod to the projects and communities under the Spring umbrella.
