Building a scalable brand system for a global data summit.

Delphix

Experiential brand system

The Data Company Summit operated across two venues that each came with their own constraints, on site realities and shifting requirements. Both locations demanded a high volume of assets on a rapid schedule while content continued to evolve close to the event. Delphix was a startup which meant the work moved quickly and required systems that could adapt to constant change. The Creative Director and I established how the brand should function throughout the summit and created focused guidance for large scale applications. The system needed to remain adaptable for late changes while supporting coordination across internal partners, external vendors and the designers I directed to keep the work aligned.

Yen Lee, Creative Director
Jennifer Wanderer, Lead Senior Designer

https://www.perforce.com/
(Delphix was acquired by Perforce)
The Data Company Summit brought together two locations with different spatial layouts; attendee flows and production needs. Each venue required a large volume of assets on a fast‑moving timeline and content was still shifting as the event approached. Because Delphix was still shaping its visual identity, the Creative Director and I defined how the brand should show up across the summit, creating brand guidelines and clarifying use cases for large‑scale environments. The system had to stay flexible for last‑minute changes while supporting coordination across internal teams, external vendors and the designers I guided to keep everything on brand.
Create a clear visual framework that unifies the summit across both venues and delivers a polished, recognizable experience for attendees. The system needed to define how the brand should show up across large‑scale environments, guide wayfinding, support consistent storytelling and ensure that every digital and physical touchpoint felt aligned, intentional and easy to execute at scale.
I developed a scalable brand system with the Creative Director, building early guidelines, modular templates and a flexible framework that could support two venues, shifting content and tight production timelines. The system clarified how the brand should show up across large‑scale environments and made it easier for internal teams, external vendors and supporting designers to stay aligned.
Brand foundation:
Built focused guidelines and asset libraries that defined typography, color, layout and environmental use cases.
Template system:
Built Creative Cloud and Canva libraries that defined how the brand should be applied across email, social and event communications, ensuring consistent execution across event and sales teams.
Landing page wireframe:
Designed a flexible Swoogo structure that supported evolving content and maintained visual consistency.
Environmental graphics:
Defined and delivered booth graphics, signage and venue‑wide branding across both locations.
Vendor coordination:
Partnered with print and tradeshow vendors to ensure accurate color, materials and on‑time delivery.
Environmental planning:
Used full venue photo documentation to map how brand elements flowed through hallways, session rooms and the main venue, creating a cohesive spatial narrative that guided attendees toward the keynote installation

Brand guidelines

Developed early brand guidelines and core assets with the Creative Director, establishing how the brand should behave across events, sales materials and large‑scale environments.

Landing page wireframe

Designed a flexible Swoogo wireframe structure that supported evolving content and maintained visual consistency.

Environmental graphics

Defined and delivered environmental graphics across both venues, including hallway treatments, stage backdrops, elevator banners, swag, floor decals, window clings, tech bar skins and other branded touchpoints that extended the visual system into the physical environment

Environmental planning

Used full venue photo documentation to map how brand elements flowed through hallways, session rooms and the main venue, creating a cohesive spatial narrative that guided attendees toward the keynote installation.