Art Direction/Design/Production
Looker decided to create a prospect conference to recruit new customers and solve their data questions. The task was to make something that referenced the Looker brand, but could live on its own. This was going to be the data event for all data nerds, not just Looker users.
Spoiler alert: Covid hit as soon as we were starting to go into production for in-person events. The scope was changed to have the event all online. Something we had not done with our events yet.
Logo & Elements
Starting with the tagline “Find Your Data Direction” The team found that it was the perfect calling card for those looking to solve their data problems. The idea of a lighthouse came to me as it guides sailors in, the perfect metaphor for what Looker as a company stood for. With photography, we wanted to add reference points that people use in their daily lives as their “beacon”. Whether that’s the moon, a building in their city or constellations. The “A” became our morning star, guiding those lost in their data. Photography was deliberately black and white to allow the beacon elements to stand out.
How it came together
We partnered with ON24 to create a hub for all our content and presentations. There was a big push for social interaction as well.
