Team '26 Anaheim | Installation Day
One of the most rewarding parts of experiential design is seeing the work come to life onsite. I enjoy being hands-on during installs, working closely with fabricators, printers, AV teams, and production partners to make sure every detail is executed with care. Being present in the field allows me to problem solve in real time, adapt designs to the space when needed, and ensure the final experience feels cohesive, polished, and true to the creative vision. Collaboration with third party vendors is a huge part of that process, and I value building strong partnerships that help bring ambitious ideas to life.
Team ’26 Anaheim | Atlassian Hub
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Create a large-scale experiential hub that unified six different product collections into one connected environment while positioning Rovo at the center of the attendee journey. The goal was to help attendees easily explore Atlassian’s ecosystem of tools through immersive storytelling, environmental branding, activations, digital experiences, and product education while maintaining a cohesive experience across the entire space.
Another major focus was creating a scalable design system that allowed each collection to feel unique while still visually connected within the broader Atlassian event ecosystem.
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Six Connected Product Collections
Designed and supported a massive unified hub experience made up of six separate product collection spaces, each showcasing different Atlassian tools, workflows, and product stories while maintaining consistency across the larger environment.Centralized Rovo Experience
Positioned Rovo at the heart of the environment as the primary anchor point of the attendee experience. The surrounding spaces were designed to naturally guide attendees through the hub while reinforcing Rovo as a central part of the Atlassian ecosystem.Scalable Environmental Design System
Helped create a modular environmental system that allowed each collection to maintain its own personality through unique color palettes, branding treatments, messaging, and visual storytelling while still feeling cohesive within the larger hub experience.Digital Signage & Screen Experiences
Created the digital signage system for the space, designing screen content that supported product storytelling, navigation, activations, and branded moments throughout the environment. The digital experiences were designed to integrate seamlessly with the surrounding environmental graphics and helped bring movement and energy into the space.Large Scale Spatial Planning & Wireframing
Partnered closely with Freeman and internal creative teams to plan the footprint, attendee flow, and environmental structure of the space. Built detailed wireframes and layouts in Figma to help visualize wall sizing, content hierarchy, activation placement, and overall attendee movement before production began.Interactive Activations & Product Storytelling
Supported the layout and integration of multiple interactive activations developed in partnership with teammates. Worked to ensure each activation fit naturally into the attendee journey and aligned visually with the surrounding environmental experience.Onsite Production & Vendor Collaboration
Worked directly with vendors and install teams onsite to ensure graphics, structures, activations, and digital placements were accurately executed to spec. Helped make real-time production adjustments throughout installation to maintain consistency and quality across the experience. -
Figma
Adobe Illustrator
Photoshop
Digital signage and screen design systems
Environmental graphic systems
Spatial planning and attendee flow strategy
Vendor production collaboration
Large-scale print production workflows
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Used systems thinking and environmental storytelling to help unify multiple product experiences into one cohesive attendee journey. Focused heavily on spatial planning, modular design systems, visual hierarchy, and scalable production workflows to support a massive physical footprint with many moving parts.
Designed both environmental and digital touchpoints together to ensure consistency across physical graphics, activations, and screen-based experiences throughout the hub. Collaborated cross-functionally with creatives, stakeholders, production vendors, and event teams throughout the full lifecycle of the project, from concept development and wireframing through production execution and onsite installation.
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The Atlassian Hub became one of the largest and most visually immersive destinations on the show floor, successfully bringing together multiple product experiences into one connected ecosystem. The final environment balanced large-scale storytelling, attendee engagement, product education, environmental branding, and digital experiences while creating a cohesive journey that encouraged exploration throughout the space.
The project required extensive collaboration, coordination, and production oversight at scale, making it one of the most ambitious experiential environments I supported during my time at Atlassian.
Team ’26 Anaheim | Customer Signals & Insight
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Create a more immersive and cohesive experience for Atlassian’s Customer Signals & Insights team by transforming attendee feedback into an interactive “CSI” inspired environment. A major focus was improving traffic flow and reducing congestion from previous years by opening up the footprint and giving activations more breathing room. The goal was to make the space feel approachable, playful, and highly interactive while still clearly communicating how the CSI team turns customer feedback into meaningful product improvements.
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Interactive “Cold Zones” and “Hot Zones” Map Activation
Designed a large scale interactive city map experience where attendees could physically place markers to identify pain points and friction areas across Jira, Confluence, and Jira Service Management. The challenge was balancing realism with clarity, creating a system that felt believable and engaging while remaining easy to understand in a busy event environment.Cold Case File Activation
Developed a tactile “case file” experience that encouraged attendees to explore customer issues like detectives reviewing evidence. Visitors could sort through categorized folders, review pain points, and prioritize feedback using color coded tokens. This activation helped transform technical feedback into a more human and memorable interaction.Feedback Voting Experience
Brought back and evolved a successful activation from a previous event by refining the layout, improving visual hierarchy, and making participation more intuitive. The updated design encouraged more attendee engagement while integrating seamlessly into the overall CSI narrative.Narrative Driven Environmental Design
Created a consistent visual language across the entire booth using investigative themes, evidence inspired graphics, city maps, labels, and playful messaging. Every touchpoint was designed to support the larger story of uncovering customer friction and solving product “mysteries.”Improved Spatial Planning
Redesigned the booth layout to create more open circulation paths and reduce bottlenecks around activations. The updated footprint allowed attendees to comfortably move through the experience while increasing visibility across the space. -
Figma
Adobe Illustrator
Adobe Photoshop
Collaboration with copywriters and cross functional stakeholders
Vendor coordination with Freeman and Opus
Production ready file preparation and environmental layout planning
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Worked closely with stakeholders from the earliest concept phase to evolve previous booth experiences into something more immersive and effective. Built early wireframes and environmental layouts in Figma to explore attendee flow, activation placement, and storytelling opportunities. Partnered with copywriters to help refine messaging and improve clarity across the experience.
A large part of the process involved translating abstract ideas into physical activations that could realistically be fabricated and installed onsite. This included close collaboration with vendors like Freeman and Opus to develop layouts, source furniture, refine production details, and create small format interactive pieces for attendee participation.
Throughout the process, special attention was given to hierarchy, accessibility, readability at distance, and how attendees would naturally engage with each activation in a live event setting.
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The final experience successfully transformed the Customer Signals & Insights booth into one of the more visually engaging and interactive spaces on the show floor. The redesigned layout improved attendee flow and reduced congestion around activations, while the immersive CSI inspired theme helped create a memorable narrative that encouraged participation and exploration.
The interactive map and cold case file experiences became standout moments within the booth, helping attendees better understand how customer feedback directly influences product improvements. Through thoughtful storytelling, spatial planning, and close collaboration with vendors and stakeholders, the booth delivered a polished experience that felt cohesive, playful, and highly engaging from every angle.
Team ’26 Anaheim | Foundation
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Create an immersive and welcoming experience for the Atlassian Foundation booth that highlighted the company’s partnership with Kiva and the impact of micro loans around the world. The goal was to transform a traditionally informational nonprofit space into something more emotional, interactive, and visually memorable while encouraging attendees to actively participate in giving back.
A major focus was building an activation that could communicate multiple stories at once while remaining approachable from every angle of the show floor. The experience needed to feel hopeful, human, and grounded in community, while still aligning with Atlassian’s broader visual language and event ecosystem.
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Central Tree Activation
Designed a large scale tree centerpiece that acted as the heart of the experience. The structure showcased Kiva’s mission, success stories, and the different categories of micro loans attendees could support. The tree became both a visual landmark and a storytelling device that naturally drew attendees into the booth.Interactive Donation Experience
Created a tactile activation where attendees could grab tokens and choose which micro loan initiative they wanted Atlassian Foundation to support on their behalf. This simple but meaningful interaction helped turn passive visitors into active participants.360 Degree Storytelling
Built the experience so attendees could discover new stories and statistics as they moved around the booth. Each side of the tree highlighted different initiatives, communities, and real world impacts, helping the experience feel layered and exploratory instead of static.Illustrated Environmental Design
Collaborated with an illustrator to develop a playful, textured visual system inspired by nature and growth. The organic shapes, layered foliage, and vibrant colors helped soften the space and gave the activation a warm, approachable personality that stood out on the show floor.Open and Inviting Layout
Designed the footprint to feel accessible and easy to navigate from all sides. Benches, pathways, and surrounding foliage elements helped create moments for attendees to pause, engage with the content, and have conversations with the Foundation team. -
Figma
Adobe Illustrator
Adobe Photoshop
Cross functional collaboration with stakeholders, event leads, and copywriters
Vendor production collaboration
Environmental graphic production and layout development
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Worked closely with event leads from the beginning to conceptualize how the Foundation team could create a larger experiential moment around Kiva’s mission. Early exploration focused on finding a physical metaphor that could communicate growth, community, and long term impact, which ultimately led to the idea of the central tree activation.
Developed initial wireframes and environmental layouts in Figma to establish attendee flow, storytelling opportunities, and how the activation would function within the event footprint. Partnered with stakeholders and copywriters to refine messaging, simplify complex information, and ensure the content felt clear, human, and emotionally engaging.
Collaborated with an illustrator to bring more texture, warmth, and personality into the experience through layered organic graphics and custom environmental elements. Production files were finalized in Illustrator, while Photoshop was used to refine and prepare supporting imagery throughout the space.
Special attention was given to visibility, hierarchy, and creating a booth that felt immersive from every viewing angle while still remaining practical for fabrication and installation onsite.
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The Foundation booth became one of the more visually unique and emotionally engaging spaces on the show floor. The large tree activation successfully drew attendees in from across the venue and created a memorable centerpiece that encouraged exploration and participation.
The interactive donation experience helped attendees feel directly connected to Kiva’s mission and created meaningful conversations around the impact of micro loans across different communities. Through thoughtful storytelling, illustration, environmental graphics, and cross functional collaboration, the space successfully transformed nonprofit education into an immersive and approachable experience that resonated with attendees throughout the event.
Team ’26 Anaheim | Research
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Create a more open, elevated, and engaging research experience within the expo hall that encouraged attendees to actively participate with Atlassian’s Research teams. The goal was to transform highly technical topics and user feedback collection into approachable, hands-on experiences that felt creative, interactive, and visually cohesive.
A major objective was also improving attendee flow. Previous versions of the booth felt cramped and created bottlenecks around activations, so this iteration focused heavily on creating a larger footprint with clearer pathways, stronger visibility from multiple angles, and more breathing room for conversations and participation.
Another key focus was bringing consistency across all activations while still allowing each research area to have its own personality and storytelling moment.
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Expanded Booth Footprint & Improved Attendee Flow
Reworked the overall layout of the space to create a more open and navigable experience for attendees. The updated footprint helped reduce congestion, encouraged deeper engagement, and allowed multiple conversations and experiences to happen simultaneously without the booth feeling overcrowded.Unified Environmental Design System
Collaborated closely with stakeholders and The Electric Factory to develop a cohesive visual language that connected all areas of the booth. While each section supported different research initiatives, the space still felt unified through consistent typography, color systems, hierarchy, and environmental graphics.Technical Storytelling Made Approachable
Helped translate complex research topics and product feedback initiatives into engaging visual experiences that felt accessible and inviting. Worked alongside copywriters to organize large amounts of technical content into clear, attendee-friendly messaging with strong visual hierarchy.Cross Functional Creative Collaboration
Partnered with five separate activation stakeholders, external production partners, and copywriters to bring the booth to life. Provided creative direction and feedback throughout the design process to ensure consistency across every touchpoint and final deliverable.Elevated Look & Feel
Modernized the visual design of the booth to better align with the surrounding expo environment and Atlassian’s evolving event standards. The updated aesthetic gave the space a more polished, premium, and intentional presence on the show floor. -
Figma
Adobe Illustrator
Photoshop
Environmental graphic design systems
Spatial planning and attendee flow strategy
Vendor production collaboration
Copy hierarchy and storytelling development
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Used large-scale typography, bold color blocking, and modular environmental systems to improve visibility and create a more immersive attendee experience. Focused heavily on balancing technical information with approachable storytelling while designing around real attendee movement and engagement patterns. Collaborated cross-functionally with stakeholders, copywriters, and production partners to ensure consistency across all touchpoints while maintaining production-ready execution for onsite installation.
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Delivered a significantly more open, polished, and engaging research booth experience that improved attendee participation and reduced congestion throughout the space. The refreshed visual system elevated the overall perception of the Research Team within the expo and helped unify multiple stakeholder experiences into one cohesive environment. By combining interactive storytelling with clear visual hierarchy, the booth successfully made complex research topics feel approachable, memorable, and engaging for attendees.
Team ’26 Anaheim | Impact Makers
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Design an immersive customer storytelling environment that celebrated real world success stories while creating a visually bold and approachable presence on the expo floor. The goal was to spotlight customer impact, elevate speaker visibility, and create a space that felt energetic, modern, and deeply connected to the Atlassian brand experience.
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Customer Stories at the Center
Built the creative direction of the booth around showcasing real customer success stories, speaker highlights, and impactful business outcomes. The space was designed to celebrate the people behind the work while reinforcing the value and scale of the Atlassian ecosystem.Signature Visual Identity System
Created the overall look and feel for the booth by evolving design systems originally developed for the speaker library experience. Pulled those visual elements into the environment to create a cohesive storytelling system that felt recognizable, scalable, and distinctly Atlassian.Large Scale Environmental Graphics
Designed bold, high visibility environmental graphics that helped the booth stand out across the expo floor. Used oversized typography, vibrant color blocking, and modular graphic patterns to create a high energy space that attracted attendees from multiple sightlines throughout the venue.Digital Screen Experience Design
Led the visual design direction for all digital screen content featured throughout the booth. Developed a cohesive motion and presentation system that highlighted customer speakers, featured sessions, and rotating content while maintaining consistency with the larger environmental experience.Strategic Booth Layout Support
Played a key role in shaping the booth layout to support visibility, attendee engagement, and clear storytelling moments throughout the space. Helped ensure the environment balanced open attendee flow with strong branded focal points and presentation areas.Expressive Brand Storytelling
Introduced playful graphic moments, custom sticker inspired illustrations, and layered visual details that gave the booth personality while still maintaining a polished and professional presence. These elements helped humanize the experience and made the space feel approachable and memorable. -
Figma
Adobe Illustrator
Photoshop
Environmental graphic systems
Digital screen content design
Spatial planning and booth layout collaboration
Vendor and production coordination
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Combined large scale environmental branding with digital storytelling systems to create a cohesive attendee experience across both physical and screen based touchpoints. Focused heavily on hierarchy, visibility, and emotional storytelling by using bold typography, modular graphic structures, layered color systems, and customer-first messaging. Collaborated cross functionally with stakeholders and production partners to ensure the booth experience remained visually unified from concept through onsite execution.
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Delivered a visually impactful booth experience that successfully elevated customer stories into a central feature of the expo environment. The space created strong attendee engagement, improved visibility for featured speakers and customer content, and established a memorable branded destination on the show floor. By extending existing visual systems into a large scale environmental experience, the booth helped strengthen consistency across the broader event ecosystem while creating a polished and energetic storytelling space.
Team ’26 Anaheim | Acquisition
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Support Atlassian’s acquisition team through the creation of digital marketing assets designed to drive attendee awareness, increase registrations, and build excitement leading up to Team ’25 and Team ’26. The goal was to translate the event brand into scalable digital experiences across paid advertising, email campaigns, and social media while ensuring messaging remained clear, engaging, and visually cohesive across every touchpoint.
Another major focus was making large amounts of event information feel approachable and easily digestible for audiences encountering the campaign across different digital platforms.
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Paid Digital Advertising Campaigns
Designed and supported a wide range of paid digital advertisements used across marketing channels to promote event awareness, keynote speakers, product experiences, and registration opportunities. Assets were created with strong visual hierarchy and concise messaging to quickly capture attention while communicating the value of attending the event.Email Marketing Systems
Created scalable email campaign assets that aligned with the broader Team event identity while allowing flexibility for different campaign needs, announcements, and audience segments. Focused heavily on readability, modular layouts, accessibility, and creating visually engaging moments that could perform effectively across desktop and mobile experiences.Social Media Campaign Assets
Developed social-first graphics and promotional assets designed to build anticipation around Team through storytelling, speaker highlights, product moments, and event announcements. Worked to ensure content remained adaptable across multiple social formats and placements while maintaining consistency with the overall campaign system.Cross Functional Creative Collaboration
Partnered closely with another creative and the acquisition marketing team to workshop messaging, content priorities, campaign structure, and visual direction. Collaborated regularly to ensure that all assets aligned with marketing goals while still feeling authentic to the Atlassian Team brand system.Scalable Digital Design Systems
Helped establish reusable visual systems across acquisition materials, allowing campaigns to scale efficiently across paid ads, emails, social graphics, and promotional touchpoints while maintaining consistency in typography, layout structure, imagery treatments, color usage, and branded elements.Brand Alignment Across Digital Experiences
Ensured acquisition assets stayed visually connected to the broader Team event ecosystem, helping bridge the gap between digital promotion and the physical event experience attendees would ultimately encounter onsite.Audience Focused Messaging & Hierarchy
Designed assets with clarity and digestibility at the forefront. Focused on creating strong headline systems, clear calls-to-action, and simplified information architecture so attendees could quickly understand event value, key messaging, and registration information across fast-moving digital environments. -
Figma
Photoshop
Email marketing design systems
Paid social and digital advertising workflows
Social media asset creation
Modular campaign systems
Cross channel digital branding
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Used marketing-focused visual storytelling and scalable design systems to create cohesive digital acquisition campaigns that could flex across multiple channels and audience touchpoints. Focused heavily on hierarchy, accessibility, responsive layouts, and platform adaptability to ensure assets remained effective across paid advertising, social media, and email experiences.
Collaborated cross-functionally with creatives and acquisition stakeholders to refine messaging, workshop campaign direction, and ensure all visual assets aligned with broader event goals while maintaining consistency with Atlassian’s evolving Team brand identity.
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The acquisition campaign assets helped build visibility and excitement around Team while supporting attendee awareness across multiple digital channels. The final work successfully translated the energy and personality of the live event experience into scalable digital marketing systems that felt engaging, cohesive, and easy to understand.
This work played an important role in connecting audiences to the event before they ever arrived onsite, helping create anticipation around keynote speakers, product experiences, and the overall Team brand experience through thoughtful digital storytelling and cohesive campaign execution.
Team ’26 Anaheim | Customer Stories
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Develop a scalable customer stories visual system that could seamlessly live across both physical event environments and digital marketing channels for Team ’25 and Team ’26. The goal was to elevate customer voices throughout the event experience while creating a cohesive storytelling framework that could flex across expo spaces, speaker promotions, digital campaigns, environmental graphics, and branded installations.
A major focus of the project was ensuring that customer stories felt visually engaging, human centered, and adaptable across multiple formats while maintaining consistency with the broader Atlassian Team brand system.
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Cross Platform Customer Storytelling System
Created a scalable visual system that allowed customer stories to exist cohesively across both physical and digital experiences. Assets were designed to adapt across expo graphics, digital posts, environmental signage, banners, and speaker promotional materials while maintaining consistency in layout, typography, imagery, and hierarchy.Environmental & Experiential Integration
Supported the placement and execution of customer story assets throughout the expo environment, including installations within the Impact Makers booth, exterior banners, speaker ultralights, and supporting branded environmental graphics. The work helped bring customer narratives into the physical attendee journey across the event space.Digital Campaign Support
Designed customer story graphics and promotional assets for digital channels, helping extend event storytelling beyond the physical experience. Assets were created to support social media, digital promotion, and broader event awareness initiatives.Stakeholder Collaboration & Content Gathering
Worked closely with stakeholders and internal teams to identify featured customer stories, gather supporting content, and align on messaging priorities. Helped organize storytelling needs across multiple activations and ensured visuals aligned with each customer narrative and event objective.Custom Headshot Retouching & Image Treatments
Photoshopped and refined customer and speaker headshots to integrate seamlessly into the broader visual system. Applied consistent black and white treatments, cutouts, compositions, and branded overlays to create a unified and polished campaign aesthetic across all applications.Scalable Asset Library Creation
Built and organized a reusable library of customer story assets, templates, and image treatments that allowed the broader creative team to efficiently scale the system across multiple environments and deliverables. This helped streamline production while maintaining brand consistency across hundreds of applications.Hierarchy & Readability Across Formats
Designed layouts with strong visual hierarchy and accessibility in mind, ensuring customer stories remained engaging and digestible whether viewed on large scale environmental signage, digital displays, social graphics, or smaller promotional placements. -
Figma
Adobe Photoshop
Adobe Illustrator
Environmental graphic systems
Digital campaign asset creation
Photo retouching & compositing
Template and asset library development
Cross functional stakeholder collaboration
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Used modular design systems and image compositing techniques to create a flexible customer storytelling framework capable of scaling across both environmental and digital experiences. Focused heavily on maintaining visual consistency while adapting layouts for varying formats, dimensions, and audience touchpoints.
Collaborated directly with stakeholders to gather customer information, curate imagery, refine messaging, and align storytelling priorities. Combined photography treatments, branded graphic elements, and scalable templates to ensure the system could be efficiently expanded throughout the event ecosystem.
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The final customer stories system helped bring authentic customer narratives into both the physical expo experience and digital event promotion, creating a more human and engaging layer throughout Team ’25 and Team ’26.
By developing a scalable library and cohesive visual framework, the work enabled customer stories to appear consistently across booths, banners, digital campaigns, speaker promotions, and environmental graphics while helping reinforce the broader event identity across every attendee touchpoint.
Team ’25 Europe | Customer Signals & Insight
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For the first time at Team ’25 Europe, we partnered with the Product Experience Partners (PEP) team to bring the Customer Signals & Insights booth to life. This new space introduced attendees to the way Atlassian gathers, synthesizes, and acts on customer feedback across eight public channels. Positioned as a central connection point, the booth created a tangible bridge between customers and the teams shaping their product experiences — a dynamic, people-first addition to the Team floor.
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The story of the Customer Signals & Insights booth revolved around transparency, collaboration, and connection. Through clear storytelling and a structured interactive setup, attendees could explore how feedback is collected, prioritized, and transformed into product enhancements. The booth’s design encouraged visitors to see the feedback process as both approachable and actionable, making Atlassian’s customer-centric philosophy visible and experiential.
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Figma · Illustrator · Photoshop
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Our collaboration with the PEP team began from the ground up, starting with an interactive wireframe to visualize the booth’s footprint and flow. Working closely with PEP stakeholders, we co-created activation concepts, identified high-visibility placement, and refined engagement touchpoints that made customer participation effortless and rewarding. Every design choice — from layout to copy tone — was rooted in the goal of making complex processes like feedback synthesis feel human, immediate, and inspiring. The technique combined strategic storytelling, UX design principles, and co-creation workshops with stakeholders to ensure the final experience reflected the authentic collaboration between customers and Atlassian teams.
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The booth achieved outstanding engagement and participation throughout the event. More than 350 customers stopped by to connect directly with Atlassians and share insights. Over 614 votes were cast in the “Feedback Channels” marble activation, and 228 new pieces of feedback were added to a collaborative Confluence whiteboard. These numbers reflect not just traffic but meaningful conversations and data that will inform future improvements across our product ecosystem.
Team ’25 Europe | Foundation
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The Foundation Booth was designed to showcase Atlassian’s social and environmental impact through an experience that combined storytelling and hands-on engagement. It introduced attendees to the broader mission of Atlassian Foundation, demonstrating how the company’s values extend beyond software to create meaningful change for people and the planet. The visual direction should highlight the booth’s energy — participants interacting, packing kits, and connecting with purpose. A clear call to action such as “Learn more about Atlassian Foundation” invites deeper exploration.
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The story of the Foundation Booth centered around the idea of purpose in action. Attendees were invited to pack backpacks using locally sourced materials, complete the experience in just a few minutes, and then scan at the donation wall to track their Team Quest progress. Each step was designed to feel immediate, rewarding, and connected to a larger story of community and impact. The booth balanced interaction with emotion, helping attendees see how simple participation could create real-world outcomes.
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Figma · Illustrator · Photoshop
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The experience design drew on a combination of thoughtful tools, collaboration, and sustainability principles to ensure accessibility, clarity, and impact. I worked closely with cross-functional stakeholders — including the Foundation team, event production, creative partners, and sustainability leads — to align on every element of the activation. Together we refined flow, materials, and storytelling to ensure the booth authentically reflected Atlassian’s mission. The activation was built around simplicity, guiding attendees naturally from packing to scanning to donating. The storytelling framework emphasized clarity and emotional connection, while sustainable sourcing and local production reinforced circular design principles. Real-time tracking through Team Quest tied engagement directly to measurable results, blending creativity, coordination, and accountability.
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The Foundation Booth achieved remarkable engagement at Team ’25. A total of 504 attendees, representing 27% of all participants, visited and took part in the activation, making it the most visited Quest booth of the event. Together they packed 500 backpacks filled with school supplies and directed a combined total of US$9,000 (€7,700) in donations across three nonprofit partners. The Boomerang activation added an additional €150 through tote donations, with every bag claimed within the first day. These results underline the tangible impact of meaningful, measurable engagement.
Team ’25 Europe | Digital Design
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For Atlassian’s Team '25 EU conference, I worked on the digital campaign that supported attendee acquisition and engagement. The goal was to connect the event’s visual system across email, social, and web, creating a cohesive and recognizable presence that built excitement and drove registrations.
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I designed and produced acquisition and nurture emails, social graphics, and web assets that aligned with the Team '25 EU visual identity. Each design followed the event’s look and feel with bold typography, vibrant color, and playful shape elements. I collaborated with marketing, content, and web teams to make sure each piece was visually consistent, on-brand, and optimized for performance.
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Figma · Illustrator · Photoshop
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I translated the event visuals into scalable digital formats by building modular templates for email and social layouts. I created flexible systems for typography, shapes, and photography that could adapt across different channels. I worked closely with stakeholders to refine creative options and ensure alignment with campaign goals and messaging.
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The campaign helped boost event attendance and visibility ahead of Team '25 EU. Consistent visuals across email, social, and web unified the brand experience and built anticipation among the target audience. The work was praised for its cohesive execution, strong engagement performance, and seamless collaboration across teams.
Team ’25 Anaheim | Quest Booth
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Quest was designed to help attendees make the most of their time at the expo. It guided them to different booths to explore Atlassian content, collect tokens, and earn prizes while enjoying a fun and interactive experience.
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I worked on the visual design for Quest, creating signage, wayfinding, and booth graphics that made the experience easy to follow and visually connected to the Team ’25 brand. Attendees started by scanning a QR code on the meter boards to download the Team Events app. From there, they could navigate the Quest section, created by Pierce, and visit each booth to scan, learn, and collect tokens.
Participating booths included:
Community and University
System of Work
Foundation
Research
Worklife -
Figma · Illustrator · Photoshop
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I focused on creating a clear and consistent visual flow throughout the expo. I designed layouts, icons, and color systems that stood out in busy event spaces and guided attendees naturally from one stop to the next. Close collaboration with developers and event leads ensured that the in-app experience matched the look and feel of the physical space.
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Quest became one of the most engaging parts of Team ’25 Anaheim. The clear visuals and seamless wayfinding made it easy for attendees to participate, increasing booth visits and overall engagement. The project successfully connected the digital and physical experiences while keeping the event fun and memorable.
Team ’25 Anaheim | Research Booth
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The Research Workshop was designed as an interactive space that encouraged customer conversations about teamwork and how they use Atlassian products. The goal was to create an environment that felt hands-on, approachable, and visually distinct while supporting the Research team’s mission to engage attendees and grow their user research group.
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I redesigned the layout of the booth to make better use of the expanded space, allowing the Research team to host more activities and create a smoother flow for attendees. The booth featured distinctive branding that reflected its playful and inviting atmosphere.
Interactive experiences included:
Loom + Atlassian = Better Together
Teamwork Collection Prototype Evaluation
Software Development as a Tree
Data Center Heartland
Share Your Atlassian Story
Create Your Teammate
Atlassian Confessional: Experiences with LoomEach activity invited participants to explore, reflect, and share their stories while learning more about Atlassian products.
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Figma · Illustrator · Photoshop
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The Research booth became one of the most popular stops at Team ’25 Anaheim. It received 1,184 Quest scans and achieved a record-breaking 702 user research sign-ups, representing one in five attendees. The updated layout and engaging visuals helped the team connect with more visitors and drive meaningful participation throughout the event.
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The Research booth became one of the most popular stops at Team ’25 Anaheim. It received 1,184 Quest scans and achieved a record-breaking 702 user research sign-ups, representing one in five attendees. The updated layout and engaging visuals helped the team connect with more visitors and drive meaningful participation throughout the event.
Team ’25 Anaheim | The Inner Circle
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The Inner Circle was an exclusive event held at the Westin, created for C-suite customers to connect directly with guest speakers and Atlassian leadership. The goal was to design a premium and cohesive environment that reflected a clean, sophisticated, and minimalist brand aesthetic.
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I collaborated with stakeholders and our Opus partners to deliver design support across multiple touchpoints, including the main stage, registration area, TIC lounge at the Anaheim Convention Center, website, and small-format signage. Every element was designed to maintain a refined, professional look that aligned with the event’s high-level audience and tone.
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Figma · Illustrator · Photoshop
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The Inner Circle achieved strong engagement and outstanding attendee feedback. 43 customers registered and 34 attended across 32 accounts, reaching a 79% conversion rate. The event received a 4.9 overall satisfaction score and a 4.9 content satisfaction score, highlighting its success in delivering a polished and impactful experience for executive-level guests.
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The project revamped conference spaces with eye-catching graphics, making the event memorable for attendees. The dynamic visuals boosted engagement and earned praise from the client and participants. It was delivered on schedule and within budget, highlighting strong teamwork and management. The consistent branding reinforced the conference's identity across all materials.