Project Overview
As the creative director for Overstock’s annual software development conference, TechKno, I led a team that consistently pushed boundaries to elevate the attendee experience. From crafting captivating presentations and unique swag designs to introducing cutting-edge digital assets for the virtual conference, TechKno has evolved into an immersive event. As the event progressed, the branding and experience were continually refined to keep it fresh and engaging for all participants, whether in-person or online.
The Challenge
TechKno had been an in-person conference, providing a platform for software developers to collaborate, innovate, and showcase new technologies. The challenge was to elevate the conference experience year after year, integrating new design concepts and technologies while maintaining a seamless connection between the conference’s identity and Overstock’s evolving brand.
My Role
As creative director, I was responsible for leading the entire visual and experiential branding for the conference. My tasks included:
✅ Branding Development: I guided the overall aesthetic direction of the conference, ensuring that it aligned with Overstock’s brand values while feeling dynamic and modern.
✅ Designing Swag: I worked with the team to create engaging and memorable swag items that reinforced the conference’s branding.
✅ Presentation Design: I led the design of the PowerPoint templates used throughout the conference, ensuring they were both functional and visually captivating.
✅ Virtual Assets Creation: With the transition to virtual in 2020, I introduced a new set of digital assets, such as Zoom backgrounds and interactive digital elements, to ensure a captivating virtual experience.
✅ Brand Evolution: In 2021, we updated the logo with a sleek lowercase design in Helvetica to reflect the new standards for TechKno’s rebranding.
Approach & Solution
1. Seamless Transition to Virtual
- Goal: Maintain a cohesive and immersive experience as the conference shifted to an online format due to the pandemic.
- Solution: We developed a suite of virtual digital assets, including customized Zoom backgrounds, that ensured the online conference felt just as engaging as the in-person event. These assets created an atmosphere that mimicked the experience of being on-site while adding a layer of interactivity to the virtual setting.
- Outcome: The 2020 virtual conference saw attendees fully immersed, with digital branding that reinforced the TechKno experience, even from afar.
2. Rebranding with a Modern Twist
- Goal: Refresh the conference’s visual identity to match Overstock’s evolving brand while ensuring it stood out as a major developer-focused event.
- Solution: In 2021, I led the redesign of the TechKno logo, introducing a sleek, lowercase logo set in Helvetica, aligning with Overstock’s updated visual identity. This rebrand brought a modern, minimalist look to the conference, creating a fresh appeal while remaining connected to Overstock’s overarching design system.
- Outcome: The new logo was well-received, and the modernized design strengthened TechKno’s positioning as a forward-thinking, tech-driven event.
3. Keeping Things Fresh Year After Year
- Goal: Ensure that every year’s conference felt fresh and innovative, both in terms of the visual experience and the materials provided.
- Solution: I worked on new PowerPoint templates each year to keep the content engaging and aligned with current design trends. These templates helped speakers deliver their presentations with a consistent and professional look, while allowing for creative flexibility.
- Outcome: The fresh templates kept presentations visually engaging, ensuring that the conference remained current and aligned with best practices in visual design.
Results & Impact
✅ Increased Engagement: The integration of digital assets for the virtual conference helped elevate the attendee experience, with strong engagement in 2020 despite the shift to online.
✅ Strong Brand Alignment: The refreshed branding in 2021 aligned perfectly with Overstock’s overall design direction while positioning TechKno as an innovative tech event.
✅ Positive Feedback: Attendees and internal teams praised the immersive experience, including the seamless blend of virtual and physical elements, making TechKno a standout event in Overstock’s calendar.
✅ Continued Innovation: The annual updates to the branding and presentation templates helped keep the event feeling new and exciting year after year, ensuring that TechKno remained a key fixture for developers and innovators at Overstock.
