Art Direction/Design/Production
Since 2016, Looker has been hosting a user conference called “JOIN”. It had been through multiple design iterations over the years, the task was to make something that would be long lasting and reflect our users. After getting to work on the project multiple times, the team and I were given permission to really invest our time and knowledge in what we had learned about the event over the last couple of years.
At a JOIN London event in 2018, I asked one of our attendees what they loved about the event. Being a designer and not invested in data at all, I was curious as to why people would come to this event, especially when I found the content not that entertaining. She told me it brings everyone so much joy to be in a community of like minded people who love data so much. That resonated with me and I wanted to create a visual language that really emphasized the “Joy” people were experiencing at these events. The blueprint was set, and we got to work around the idea “The Joy of Data''
When revisiting the logo, we wanted something that represented the concept of where the name of the event came from. We revisited the SQL language that Looker uses for their platform and used this simple diagram showing how tables of data are put together with different join commands. This would be the foundation for every piece of the brand.
Logo & Elements
One of the challenges with the venue was that it was difficult to navigate. It was a great opportunity for our colors to shine. We had areas color coded to help attendees navigate the venue.
One of the joyful elements we wanted to incorporate was fun facts and trivia throughout the venue. One great things about the venue was that it used to be the Fillmore West, a music venue that houses many legendary bands. Our main stage area was filled with history of the bands that played there.
How it came together
Executive Creative Director / David Shearer
Creative Director / Stacey Olson
Event Manager / Martha Singer
Designer / Chris Teague
Senior Copywriter / Michael Ricigliano
Photographer / Nathan Haniger
Attendance: 2200+ / Space: 80,000+ sqft. / Keynote Presentations: 45 / Speakers: 100+ Partners, Customers, Lookers, and Ecosystem /Hosted Sessions: 45 /Hands-on Lab Sessions: 36 / Ave. Session Attendance: 105 / Certifications Awarded: 57 / Hackathon Attendance: 250+
Award: Gold ADDY Silicon Valley: Event & Experience Marketing