MongoDB Sales Kick Off 2024
Every year, the Marketing team at MongoDB hosts a large event called Sales Kick Off (SKO), which is a part-party, part-educational offsite for hundreds of employees. In 2024, we held it in Vegas, and our team was tasked with creating a bespoke brand and applying it to various digital and physical assets.Because this was an internal event, we were really able to have fun with the visual language, and deviate from the core corporate brand to convey excitement for the upcoming fiscal year.
Below, I will walk through parts of the process that led us to our final delivery.
Responsibilities: Competitive Research, Cross-team Brainstorming, Concepting, Event Design, Execution
Contributors: MongoDB Brand Illustration, MongoDB Brand Design, Animation
Our design team leads defined the art direction for this conference, and we kicked off the project by creating a moodboard and concept statement to guide our work.
Our next step was to do a lot of competitive research on how various other tech conferences in the industry branded themselves. Through this exercise, we were able to hone in on aspects we wanted to emulate and those we wanted to avoid. We particularly liked assets that were highly graphic, modular, and immediately attention-grabbing.
As we started sketching, we narrowed our focus down to a few motifs and keywords we wanted to embody. We wanted to play with “spotlights” as a symbol of showcasing everyones’ hard work, and we wanted the feeling to be very dynamic and celebratory.
As an illustration team, we created a set of modular standalone and full-bleed patterns that could be utilized across our digital and print assets. The result was a bespoke, consistent, and highly designed visual language that successfully set the tone for the event.
Finally, we took these patterns and designs and handed them off to our animation team, who turned them into beautiful motion moments to play at the Welcome event and Awards Ceremony.