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Team ’25 Europe | Customer Signals & Insight

  • 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.

  • 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.

  • Figma · Illustrator · Photoshop

  • 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.

  • 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.

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Team ’25 Europe | Foundation

  • 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.

  • 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.

  • Figma · Illustrator · Photoshop

  • 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.

  • 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

  • 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.

  • 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.

  • Figma · Illustrator · Photoshop

  • 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.

  • 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.

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Team ’25 Anaheim | Quest Booth

  • 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.

  • 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

  • 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.

  • 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.

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Team ’25 Anaheim | Research Booth

  • 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.

  • 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 Loom

    Each activity invited participants to explore, reflect, and share their stories while learning more about Atlassian products.

  • Figma · Illustrator · Photoshop

  • 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.

  • 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

  • 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.

  • 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.

  • Figma · Illustrator · Photoshop

  • 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.

  • 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.